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LETTERS   THAT   MAKE  GOOD 


LETTERS  THAT  MAKE  GOOD 

A  DESK  BOOK  FOR  BUSINESS  MEN 


THIRD  EDITION 


EDITED    BY 
George  William  Poole     •     Jonathan  John  Buzzell. 


h 


CONSULTING    EDITORS 
George  W.  Coleman 

Ex-President  Associated  Advertising 
Clubs  of  America 

George  French 

Author  of  Art  and  Science 
of  Advertising 


BOSTON 
AMERICAN  BUSINESS  BOOK  COMPANY 
19  15 


Copyright  1913  by 
American  Business  Book  Company 

Copyright  1914  by 
American  Business  Boole  Company 

Copyright  1915  by 
American  Business  Book  Company 

Entered  at  Stationers'  Hall,  London,  England 
Copyright  in  Great  Britain  and  British  Possessions 


Printed  by 

Poole  Printing  Company 

Boston.  Massachusetts,  U.  S.  A. 


CONTENTS 

Part  /—THE  PRINCIPLES  OF  LETTER  WRITING 

PAGE 

Preface xiii 

Introduction 1 

By  George  William  Poole 

The  Plan — Basic  Analysis,  Purpose,  Definite  Aim  ...      9 
By  Carroll  Westall 

The  Data — Collection,  Classification,  Logical  Arrangement     17 
By  S.  Roland  Hall 

The  Message — ^The  Facts,  Viewpoint,  Human  Interest      .     25 
By  George  W.  Coleman 

The  Style — Language,  Personality,  Atmosphere      .     .     .     31 
By  George  French 

The  Opening — Securing  Attention,  Interesting,  Pleasing    .     39 
By  J.  George  Frederick 

The  Body — Description,  Proof,  Persuasion 45 

By  W.  H.  Ingersoll 

The  Closing — Inducement,  Climax,  Direct  Command       .     55 
By  Tim  Thrift 

The  Mechanics  of  the  Letter — Stationery,  Framework, 

Typography 61 

By  George  French 

Supervising    Correspondence — Organizing,   Developing 

and  Managing  a  Department 67 

By  Edward  B.  Brown 

Postage — Comparative  Value  of  One-  and  Two-cent  Postage     7 1 
By  F.  W.  Ross 


Part  77— SPECIMENS  AND  EXAMPLES 

"The  Best  Letter  I  ever  Used  and  Why" — 314  pages 
of  specimen  letters  and  letter  headings.     Notes  and 

Comments 79 

Edited  by  Jonathan  John  Buzzell 


359385 


PREFACE  TO    THIRD    EDITION 

THE  highest  aim  of  any  author  should  be  to  produce  a  work 
from  which  the  reader  will  receive  a  maximum  of  benefit. 
And  not  only  that,  but  his  book  should  be  so  clearly 
written  and  so  weU  arranged  that  the  reader  may  accomplish 
this,  end  with  a  minimum  of  time  and  effort.  This  applies  espe- 
cially to  books  intended  for  the  present-day  business  man. 

It  is  the  belief  of  the  Editors  of  this  volume  that  every  busi- 
ness man  will  be  benefited  by  a  careful  reading  of  the  entire  work, 
but  it  has  been  so  arranged  that  those  desiring  to  find  at  once 
some  specific  information  on  any  subject  of  especial  interest  shall 
be  able  to  find  such  information  without  "wading  through" 
material  that  has  no  bearing  on  that  particular  question.  There 
is  much  that  is  general  in  letter  writing;  much  that  applies  to 
every  letter  that  is  ever  written.  This  volume  is  as  a  whole  so 
fundamental  and  so  basic  that  everyone  who  writes  letters  or 
manages  a  correspondence  department  will  profit  by  reading  it 
thoroughly. 

John  Ruskin  has  said  that  no  book  is  serviceable  until  it  has 
been  read  and  re-read,  and  marked,  so  that  you  can  refer  to  the 
passages  you  want  in  it,  as  a  soldier  can  seize  the  weapon  he  needs 
in  an  armory,  or  tTie  housewife  bring  the  spice  she  needs  from  her 
store.  On  the  other  hand  there  are  a  multitude  of  specifically 
treated  subjects  that  the  busy  man  who  is  in  search  of  some  solu- 
tion for  his  individual  problems  will  want  to  have  pointed  out  to 
him  and  placed  where  they  will  be  quickly  and  easily  accessible. 

This  has  been  kept  first  in  mind  in  making  the  revisions  for 
this  third  edition.  The  work  as  it  stood  in  the  first  two  editions 
has  met  with  such  universal  approval  that  any  changes  except  for 
help  in  reaching  more  quickly  any  special  material  wanted  seemed 

[  vi  ] 


PREFACE 

unnecessary.  For  this  purpose  the  specimen  letters  have  been 
classified  and  there  has  been  added  an  exhaustive  index  that  will 
enable  the  busy  correspondent  to  find  matter  pertaining  to  any 
special  condition  which  he  has  to  meet  in  the  handUng  of  his 
daily  correspondence  or  the  writing  of  form  sales  letters. 

It  has  been  suggested  that  some  illustrations  be  given  show- 
ing just  how  this  book  may  be  utilized  to  the  end  of  acquiring 
greater  proficiency  in  the  art  of  writing  forceful  business  letters. 
By  following  the  methods  here  outlined  any  one  can  quickly  and 
readily  develop  a  strong  individual  style  and  produce  letters  that 
will  ring  true  with  the  personaUty  of  the  writer  and  his  business. 
It  should  be  borne  in  mind,  however,  that  great  skill  and  power 
to  execute  important  work  cannot  be  derived  off-hand  from  any 
book,  or  indeed  from  tuition  of  any  kind.  They  must  depend 
almost  entirely  on  the  individual's  ability  for  serious  thought  and 
careful  application.  Anyone  with  a  sincere  desire  to  write  strong 
sales  letters  can  surely  realize  that  desire  by  exercising  a  little 
patience  and  common  sense  in  carrying  out  the  instructions  so 
plainly  laid  down  in  the  illustrations  to  follow. 

In  order  to  become  a  master  of  any  desired  style  or  a  style 
that  is  particularly  adapted  to  any  special  line  of  business,  it  is 
recommended  that  out  of  the  many  examples  given  in  this  book 
some  style  be  chosen — something  that  is  pleasing  to  the  writer  if 
he  is  writing  merely  for  practice,  or  adapted  to  the  class  with 
which  he  has  to  deal  if  he  is  writing  actual  sales  letters.  Then 
by  exercise  in  re-writing  according  to  examples  here  given  it  will 
be  an  easy  matter  to  become  in  a  short  time  a  complete  master 
of  that  distinctive  style  coveted  by  all  forceful,  result-getting 
letter  writers. 

It  is  not  at  all  necessary  that  the  letters  used  for  practice 
should  be  in  any  way  pertinent  to  the  business  about  which  the 
student  wishes  to  Write  his  letters.  It  would,  as  a  rule,  be  wiser 
to  take  these  examples  from  a  line  of  an  entirely  foreign  nature. 

fvii] 


LETTERS  THAT  MAKE  GOOD 

In  Example  I  is  shown  a  composite  letter  which  illustrates 
how  the  specimen  letters  in  this  book  may  be  used  for  practice. 
Example  II  shows  the  same  letter  re-written.  The  student  should 
himself  again  re-Avrite  it,  working  in  his  own  ideas  of  appeal  and 
the  selling  arguments  of  the  article  he  chooses  to  write  about,  at 
the  same  time  maintaining  the  same  style  and  unity  as  in  the 
original. 

Example  III  shows  a  letter  taken  from  page  221  of  this  book. 
Example  IV  shows  this  letter  re-written,  using  the  same  method 
of  presenting  sales  arguments  and  the  same  kind  of  appeal,  but 
in  an  entirely  different  line  of  business. 

By  study  of  the  letters  in  this  book  it  will  readily  be  seen  how 
interest  may  be  secured  in  your  own  proposition  by  the  angle  of 
the  appeal,  and  how  to  bring  out  the  selling  points  that  will  lead 
the  prosf)ect  to  act  on  your  closing  suggestion.  Re-writing  accord- 
ing to  these  examples  will  be  found  excellent  practice.  It  will 
train  the  mind  to  think  logically  and  consistently  in  connection 
with  letters  regarding  any  line  of  business  and  will  make  the  task 
of  real  letter  writing  an  easy  one.  This  exercise  will  also  furnish 
the  inspiration  for  new  ideas  around  which  to  construct  your  own 
sales  letters.  The  large  number  of  letters  contained  in  this  book 
and  the  great  variety  of  styles  embodied  in  them  make  it  especially 
adapted  to  this  purpose. — The  Editors. 


Note — See  Examples  I,  II,  III,  IV,  on  following  pages. 

[viii] 


age    97    U 
age  358  HIO 

age  349    1f6 

age  349    V 
age  349    ^8 

age  280    %Z 


age  285    115 


age  421    115 


EXAMPLE  I 

Composite  letter  made  up  from  paragraphs  indicated  in  margin.  The 
letters  from  which  this  example  is  made  up  represent  five  different 
lines  of  business.  In  EXAMPLE  II  is  shown  how  this  letter  may 
be  re-written  for  practice  in  acquiring  style. 

Gentlemen: - 

Let's  get  shoulder  to  shoulder  and  boost  Spring  and 
summer  business. 

We  are  helping  hundreds  of  merchants  in  small  towns  to 
increase  their  silk  business  and  we  can  do  the  same  for  you. 

We  make  this  easy  for  you  by  giving  you  as  many  book- 
lets, like  the  enclosed,  as  you  need  to  go  round  your  list. 

That  will  mean  a  lot  of  additional  business  for  you. 

Not  only  that,  but  it  will  make  your  store  known  as  the 
******  store  of  your  community. 

Laying  aside  all  question  of  merit,  of  durability,  of 
comeliness  and  of  good  value  -  all  of  which  points  you  will 
readily  accord  to  *****  *,  our  hosiery  in  your  windows 
or  on  your  shelves  is  in  itself  an  item  of  enormous  adver- 
tising value.   It  has  a  certain  fixed  value  as  an  advertising 
medium,  just  as  tangible  as  the  columns  of  your  newspaper  or 
the  billboards  you  have  to  pay  for. 

We  must  be  represented  in  your  locality  as  soon  as 
possible  and  would  thank  you  for  a  line  by  return  mail  on 
the  enclosed  postal  letting  us  know  if  you  are  interested. 
If  you  are,  we  will  send  you  full  details  of  the  *♦•**♦ 
agency  plan,  prices  and  prints  showing  our  packages  in  their 
true  colors,  samples  of  the  advertising  that  has  been  so 
successful  for  our  agents,  etc. 

All  that  is  required  is  to  sign  the  attached  card.   Why 
not  sign  it  -  TO-DAY? 

Yours  very  truly, 


EXAMPLE  II 

This  shows  how  EXAMPLE  I  may  be  re-written  in  a  way  to  adapt 
it  to  any  line  of  business.  By  practice  in  this  way  it  will  soon 
become  easy  to  write  the  desired  style. 

Gentlemen :- 

By  getting  together  shoulder  to  shoulder  we  are  helping 
merchants  in  other  towns  to  boost  their  "business  -  euid  we 
want  to  help  you  also. 

We  will  furnish  you  free  enough  booklets  like  the  en- 
closed to  cover  your  entire  list.   By  distributing  these  you 
can  bring  in  a  large  amount  of  additional  business. 

And  besides,  it  will  advertise  you  and  give  your  store 
the  benefit  of  our  wide  reputation  and  our  general  advertis- 
ing. 

Leaving  out  all  question  of  good  value,  excellence, 
stylishness  and  real  worth  -  and  you  will  grant  that  our 
goods  possess  all  these  qualities  -  there  is  an  enormous  ad- 
vertising value  in  having  our  goods  on  your  shelves  and  in 
your  show  windows.   It  is  worth  more  than  expensive  news- 
paper and  billboard  advertising. 

We'll  do  our  share  toward  the  boosting  if  you  just  fill 
out  the  enclosed  card  telling  us  how  many  booklets  you  can 
distribute  and  the  form  of  imprint  you  want  on  them.   And 
then  we  will  give  you  the  kind  of  service  that  will  make  it 
to  your  advantage  to  give  us  your  business. 

Once  you  are  stocked  with  our  line  and  the  booklets 
distributed  -  with  others  to  follow  -  you  will  find  your 
business  increasing  just  as  we  have  increased  it  for  other 
merchants  -  that,  of  course,  means  more  money  for  you. 

It  is  easier  to  fill  out  the  card  now  than  to  put  it 
away  for  two  days  and  then  hunt  for  it. 

Yours  very  truly, 

[x] 


EXAMPLE  III 

This  letter  is  taken  from  page  221.   EXAMPLE  IV  shows  this  letter 
re-written,  using  the  same  appeal  and  the  same  style  of  argument. 


Dear  Sir:  - 

When  the  dealer  sells  a  buggy  he  makes  a  profit. 
That's  his  prtme  idea  in  selling  it.   The  more  buggies  he 
sells  the  more  profit  he  makes.   So  it  is  his  aim  to  sell 
a  great  many  that  his  profits  may  increase. 

The  conclusion  of  this  little  line  of  elementary 
reasoning  is  that  the  vehicle  dealer  must  offer  the  kind 
of  work  that  will  sell  readily  and  at  reasonable  prices. 

That's  what  we  are  offering  the  trade  for  1912.   It's 
the  kind  which  permits  you  to  buy  low  and  sell  high,  with 
a  good  long  margin  for  yourself  in  between. 

But  the  price  is  not  the  only  virtue.   It's  the  good, 
honestly  made,  well  finished  work  -  the  kind  that  not  only 
pleases  the  customer,  but  brings  him  back  -  and  his  neigh- 
bors, too 

Surely,  Mr.  ,  the  line  that  perpetuates  your 

trade  and  multiplies  your  profits  while  it  does  it,  is 
worth  getting  acquainted  with.   The  way  is  easy  -  the 
enclosed  blajik  does  the  trick. 

Yours  truly, 


EXAMPLE  IV 

This  letter  shows  how  to  follow  the  style  of  the  letter  in  EXAMPLE 
III  in  writing  for  some  other  line  of  business.  It  also  illustrates  how 
to  get  suggestions  for  opening  paragraphs. 


Dear  Sir:- 

When  the  dealer  sells  a  shoe  he  makes  a  profit.   That's 
his  prime  idea  in  selling  it.   The  more  shoes  he  sells  the 
more  profit  he  makes.   So  it  is  his  aim  to  sell  a  great  majny 
that  his  profits  may  increase. 

The  conclusion  of  this  little  line  of  elementary 
reasoning  is  that  the  shoe  dealer  must  offer  the  kind  of 
shoes  that  will  sell  readily  and  at  reasonable  prices. 

That's  what  we  are  offering  the  trade  for  1915.   It's 
the  kind  which  permits  you  to  buy  low  and  sell  high,  with  a 
good  long  margin  for  yourself  in  between. 

But  the  price  is  not  the  only  virtue.   It's  the  good, 

honestly  made,  well  finished  work the  kind  that  not  only 

pleases  the  customer,  but  brings  him  back and  his  neigh- 
bors, too. 

Surely,  Mr.  ,  the  line  that  perpetuates  your 

trade  and  multiplies  your  profits  while  it  does  it,  is  worth 

getting  acquainted  with.   The  way  is  easy the  enclosed 

order  blank  does  the  trick. 

Yours  truly, 


This  letter  also  suggests  an  opening  something  like  this: 

Quality  of  workmanship  and  materials  put   into  a  shoe 
have  a  bearing  on  the  profit   the  dealer  can  make. 

Or  like  this: 

When  you  buy  shoes  do  you  look  into  every  little  detail 
of  the  making  as  carefully  as  you  figure  the  percentage  of 
profit  you  can  make? 

[xiil 


PREFACE 

THE  basis  of  all  progress  is  a  study  of  facts.  The  business 
man  who  seeks  increased  proficiency  in  letter  writing 
wants  to  know  what  others  have  accomplished  and  how. 
For  him  has  been  compiled  this  book  of  letters  and  facts  about 
letters  that  have  taken  part  in  the  building  up  of  strong  business 
enterprises.  The  facts  here  set  down  represent  the  best  prod- 
ucts of  some  of  the  most  competent  men  in  the  business  world. 

No  claim  to  originaUty  is  made  by  the  editors.  The  assist- 
ance of  some  of  the  foremost  writers  and  authorities  on  business 
letters  has  been  freely  sought,  and  each  one  has  made  important 
contributions  to  the  sum  of  what  can  be  learned  about  writing 
and  executing  business-building  letters. 

Several  recognized  experts  in  business  correspondence  have 
contributed  chapters  on  what  their  experience  has  taught  to 
be  the  basic  principles  and  underlying  factors  of  the  result- 
producing  business  letter.  It  cannot  be  claimed  that  letter 
writing  in  its  average  application  has  yet  reached  the  exactness 
of  a  science,  but  the  foundations  of  a  science  have  been  laid 
and  the  superstructure  is  fast  being  reared.  These  monographs 
should  serve  as  an  authentic  guide  not  alone  to  the  ambitious 
beginner,  but  to  the  experienced  writer  as  well. 

Many  prominent  business  houses,  large  and  small,  national 
and  local  in  their  trade  relations,  have  consented  to  tell  what 
letters  they  have  used,  how  they  have  used  them,  for  what  pur- 
pose, and  with  what  results.  Even  a  cursory  examination  of 
these  letters  cannot  but  help  to  stimulate  the  average  business 
man  to  develop  plans  and  prepare  letters  that  will  prove  of  similar 
value  in  his  own  business. 

Much  credit  is  due  the  Consulting  Editors  for  their  sug- 
gestions and  efforts  in  securing  valuable  matter  contained  in 
this  volume.  Their  sole  aim  has  been  to  benefit  business  corre- 
spondence as  a  whole  by  helping  to  place  it  on  a  more  efficient 
basis. 

f  xiii  1 


PART   I 
THE  PRINCIPLES  OF  LETTER  WRITING 


-^^,9^.  /tr<^ 


Form  Letter  Specialist  and  Ad- 
vertising Counselor;  Treasurer, 
American  Business  Book  Company. 


INTRODUCTION 

By  GEORGE  WILLIAM  POOLE 

TE  important  place  held  by  the  letter  in  direct  advertising 
makes  it  a  subject  worthy  of  the  most  serious  investigation 
and  thoughtful  study.  It  occupies  an  essential  position 
in  the  promotion  of  practically  every  business  enterprise  at 
every  stage  of  its  growth  and  expansion.  Probably  no  one 
other  form  of  advertising  is  so  generally  used  by  all  classes  of 
business,  large  and  small.  Its  value  is  well  recognized.  Its 
future  is  assured.  It  is  vested  with  certain  privileges  and  bounded 
by  certain  limitations.  The  only  indictments  that  can  be  brought 
against  it  are  the  same  that  can  be  brought  against  any  form 
of  advertising.  There  is  much  more  or  less  facetious  talk  about 
the  relationship  of  the  form  letter  to  the  waste  basket,  that 
kindly  receptacle  of  all,  written  or  printed,  that  is  worthless 
or  impertinent.  There  is  Uttle  question  that,  dollar  for  dollar, 
there  is  far  more  other  advertising  than  of  form  letters  flung 
directly  into  the  waste  basket  without  a  reading. 

Until  within  a  comparatively  few  years  less  serious  attention 
has  been  paid  to  the  writing  of  copy  for  form  letters  than  to  the 
writing  of  advertising  copy  of  other  kinds.  It  admits  of  no 
illustrations  and  no  display;  in  no  other  copy  is  genuine  human 
touch  so  necessary,  or  so  hard  to  get.  Many  form-letter  cam- 
paigns have  turned  out  to  be  failures;  but  so  also  have  almost 
countless  newspaper  and  magazine  campaigns.  In  either  case 
the  fault  has  been,  not  with  the  medium,  but  with  the  way  in 
which  that  medium  was  used.  It  has  been  because  the  cam- 
paigns have  been  lacking  in  some  essential  features  or  details, 
the  greater  part  of  which  those  who  have  specialized  along  ad- 
vertising lines  have  now  become  able  to  place  on  a  more  nearly 

[  1  ] 


LETTERS  THAT  MAKE  GOOD 

scientific  basis.  Many  features  of  advertising  campaigns  that  once 
were  considered  as  a  gamble,  pure  and  simple,  are  now  matters 
of  ascertained  knowledge  among  advertisers.  Such  knowledge 
has  come  as  the  result  of  experience  and  investigation.  Among 
progressive  business  men  there  is  going  on  an  everlasting  digging 
for  those  facts  that  are  based  upon  the  laws  of  cause  and  effect. 
No  one  man  has  in  his  possession  all  the  facts  concerning  the 
writing  of  form  letters,  and  no  several  men  have  yet  reached 
the  end  of  what  is  to  be  learned.  In  fact,  education  along 
this  line  is  in  its  infancy.  Little  by  little,  nourished  by  the 
interchange  of  ideas  between  those  who  themselves  make  careful 
deductions  from  their  own  experiences,  it  will  grow  to  maturity, 
but  not  within  the  time  of  any  one  taking  a  part  in  compiling 
this  book.  It  is,  accordingly,  the  purpose  of  this  work  to  set 
down  the  facts  that  have  been  gleaned  from  the  experiences 
of  some  of  the  largest  and  most  important  concerns,  as  well  as 
those  of  some  houses  operating  on  a  smaller  scale. 

That  information  regarding  the  subject  of  business  letters 
has  been  less  in  evidence  than  regarding  almost  any  other  phase 
of  advertising  is  due,  primarily,  to  the  fact  that  it  has  been  far 
more  difficult  to  obtain  than  any  other.  The  average  business 
man  is  more  secretive  regarding  his  letters  than  of  his  other 
advertising  methods.  Letters  are  not  publicly  displayed  and 
distributed,  but  are  circulated  within  the  confines  of  a  carefully 
guarded  mailing  list,  which  in  most  cases  contains  few,  if  any, 
who  are  interested  in  the  method  by  which  the  business  is  con- 
ducted. Great  diffidence  in  displaying  their  form  letters  has 
been  shown  by  many  big  advertisers  who  do  not  hesitate  to 
commit  themselves  on  other  advertising  matters.  There  has 
been  a  noticeable  lack  of  confidence  and  fear  of  criticism. 

That  there  is  a  genuine  get-together  spirit  now  prevalent 
among  business  and  advertising  men  has  been  fully  demonstrated 
by  the  hearty  response  that  has  been  given  to  requests  for  material 

[2] 


INTRODUCTION 

for  this  book.  Letters  that  have  brought  many  millions  of  dol- 
lars in  business  are  here  given  publication,  for  the  benefit  of  all 
who  will  study  them  carefully  and  constructively.  It  is  noticeable, 
in  reviewing  these  letters,  that  judicious  planning  and  straight- 
forward, human-interest  facts  have  a  far  more  important  part 
in  the  construction  of  form  letters  that  actually  have  made  good 
than  the  aptitude  for  the  adroit  use  of  language,  or  the  ability 
to  "wield  a  facile  pen." 

The  form  letter  is  the  most  difficult  to  write  of  all  adver- 
tising copy.  It  is  far  more  difiicult  than  the  single  letter  to  an 
individual.  The  letter  must  be  written  to  a  composite  person, 
of  whom  the  several  parts  are  common  to  all  of  the  class  addressed. 
Great  pains  must  be  taken  not  to  insert  any  statement  or  argu- 
ment that  will  offend  or  fail  of  response,  as  every  useless  word 
or  sentence  is  an  encumbrance  that  lessens  the  chances  of  driving 
home  the  argument  in  a  way  that  will  tell  in  results.  This  sug- 
gests the  advantage  of  selecting  and  classifying  your  mailing 
list  with  greatest  possible  care.  It  means  a  close  study  of  con- 
ditions, of  needs,  of  human  nature.  The  better  the  classification 
of  the  mailing  lists  the  easier  it  will  become  to  write  form  letters 
that  will  bring  a  large  percentage  of  results.  Of  nothing  does 
it  seem  more  true  that  "what  is  worth  doing  at  all  is  worth  doing 
well"  than  of  the  planning  and  writing  of  form  letters;  and  in 
no  other  phase  of  business  promotion  is  that  adage  more  flagrantly 
disregarded. 

It  is  my  belief  that  the  average  form  letter  can  be  made  to 
accomplish  from  two  to  four  times  as  much  as  it  now  does.  That 
it  is  possible  to  lay  down  any  specific  code  of  rules  whereby  this 
may  be  accomplished  is  not  to  be  advocated.  It  is  a  problem 
to  be  worked  out  by  each  individual  for  himself,  and  can  be 
accomplished  only  by  exerting  his  best  energies  in  the  proper 
research  and  investigation.  The  study  of  the  elimination  of 
the  useless  and  the  acquisition  of  the  elements  that  make  for 

[  3  ] 


LETTERS  THAT  MAKE  GOOD 

clearness  and  force  has  not  received  from  the  practical  business 
man  the  attention  which  it  deserves,  because  he  has  found  it 
difficult  to  obtain  dependable  information  outside  his  own  per- 
sonal experience.  The  average  sales  letter  is  the  result  of  impulse 
rather  than  ofjcareful  planning.  It  is  true  that  some  business 
houses  have  succeeded  in  collecting  a  mass  of  facts,  and  in  estab- 
lishing standards  for  their  letters,  but  they  are  the  exceptions. 

Writing  a  form  letter  does  not  begin  with  the  writing  at 
all.  The  perfect  letter,  if  there  is  such  a  thing,  like  every  other 
perfect  piece  of  work,  must  be  the  result  of  a  perfect  plan.  Much 
knowledge  of  merchandising,  of  human  needs  and  human  nature, 
must  be  had  in  order  to  provide  a  basis  upon  which  a  letter  to 
produce  the  greatest  possible  results  should  be  founded.  A 
thorough  conception  of  just  the  position  one's  business  fills  in 
the  economy  of  the  people  must  be  the  starting  point  of  the 
successful  sales  letter.  The  power  of  reasoning  and  the  faculty 
for  analysis  must  be  brought  into  full  play. 

It  is  no  small  task — this  planning  and  writing  a  form  letter. 
The  appeal  must  be  deep.  It  must  reach  the  very  ground  upon 
which  the  reader  stands,  and  the  facts  must  be  such  as  will  admit 
of  no  contradiction  as  he  sees  them.  Show  him.  Action  can  best 
be  obtained  by  the  statement  of  facts  that  appeal  to  his  reasoning 
processes.  But  how  can  you  state  facts  until  you  first  find  them 
out  for  yourself?  After  the  facts — all  the  facts — have  been 
obtained,  then  there  must  be  a  logical  arrangement  of  these 
facts.  There  should  be  maneuvering  and  marshaling  until  an 
irresistible  phalanx  is  formed  before  the  attack  is  made.  Next 
the  enemy's  camp  must  be  considered.  What  is  his  viewpoint? 
How  can  I  present  my  facts  so  that  they  will  have  that  element 
of  human  interest  which  will  touch  a  responsive  chord  in  the 
reader's  mind?  The  difference  between  letters  that  will  get 
business  from  a  business  man  in  a  metropolis  and  those  that  will 
get  business  from  the  leisurely  minded  rural  prospect  Ues  not  so 

[4] 


INTRODUCTION 

much  in  length,  as  some  suppose,  as  in  style.  The  language 
must  be  pleasing,  without  evidence  of  straining  to  make  itjso. 
It  is  a  courtesy  due  the  reader  from  the  writer,  and  will  be  appre- 
ciated— other  things  being  equal — in  dollars  and  cents.  The 
basic  foundation  of  the  argument  is  the  individual  writer's  con- 
ception of  the  business  he  is  writing  about  and  the  place  it  fiUs 
in  the  needs  of  the  class  he  is  addressing.  Do  not  use  argument 
for  argument's  sake.  Make  your  letter  stand  out  with  force 
of  personality — a  personaUty  that  is  pleasing,  sincere,  logical, 
and  convincing. 

All  these  preliminary  steps  will  serve  to  fill  the  writer  with 
confidence  and  conviction  that  will  not  fail  to  have  a  telling 
effect  in  net  results  of  the  letter  itself.  Find  the  point  of  contact 
between  your  proposition  and  your  reader,  get  into  his  confidence 
by  giving  a  legitimate  reason  for  writing  him;  and  then,  if  you 
have  become  sufficiently  saturated  with  all  the  facts  in  the  case 
and  enthused  by  the  genuineness  of  the  proposition  you  are  to 
make — writing  the  letter  will  be  as  easy  as  talking  to  a  friend. 
Of  course  there  must  be  logical  sequence  and  proper  arrangement 
of  facts  in  each  individual  letter,  and  each  letter  should  be  written 
with  due  consideration  as  a  unit  in  the  series.  It  is  quite  as  essen- 
tial, in  a  series  of  follow-up  letters,  to  arrange  the  facts  and 
arguments  to  be  emphasized  in  each  letter  according  to  some 
definite  plan  as  it  is  in  each  individual  letter.  The  final  letters 
in  a  series  should  bear  the  same  relation  to  the  series  as  the  final 
paragraphs  do  to  the  single  letter — that  is,  use  the  strongest 
and  most  convincing  arguments  last.  Say  just  the  right  thing, 
and  just  enough  to  give  your  prospect  what  facts  he  can  readily 
take  care  of  without  confusion.  Be  careful  not  to  crowd  in 
"just  one  more"  unless  there  be  ample  room  for  it,  and  remember 
that  the  closing  paragraph  or  sentence  should  suggest  action, 
or  at  least  be  strong  enough  to  clinch  the  nail  and  make  your 

[5  ] 


LETTERS  THAT  MAKE  GOOD 

point.  The  too  abrupt  ending  should  be  carefully  avoided. 
Give  it  a  natural  swing — an  individuality  that  will  grip. 

The  dress  of  the  letter — the  stationery,  the  letter  heading, 
the  typewriting,  the  spacing,  the  margins,  etc.,  all  have  an  im- 
portant bearing  on  its  success  as,  a  business  getter.  A  poorly 
"processed"  form  letter  is  less  effective  than  a  printed  circular. 
If  it  be  "filled  in"  it  should  match  the  body  of  the  letter  perfectly, 
otherwise  it  is  better  not  to  attempt  it.  That  business  man 
who  pays  considerable  attention  to  looks  in  his  form  letters  will 
be  found,  in  the  long  run,  to  be  far  more  successful  than  one  who 
neglects  appearance  in  even  a  small  degree.  There  is  a  distinct 
selling  value  in  appearance,  and  the  mechanical  make-up  of 
the  business  letter  should  always  be  in  keeping  with  the  best 
standards. 

It  has  been  the  task  of  the  editors  of  this  volume  to  gather 
such  information  as  is  possible  to  obtain,  and  to  present  it  in  a 
form  that  will  make  it  readily  accessible  to  the  business  man 
working  at  the  high  speed  required  by  present-day  conditions. 
The  constructive  thinking  necessary  to  derive  the  most  benefit 
from  these  letters  comes  as  a  force  of  habit  to  all  practical  business 
men,  and  care  has  been  taken  to  make  clear  the  essentials  upon 
which  judgment  must  be  based.  It  is  first  necessary  to  know 
what  constitutes  -valuable  knowledge  on  this  subject,  and  that 
must  be  determined  by  men  who  by  their  wide  practical  experi- 
ence are  competent  to  determine. 

The  writer  has  for  more  than  eighteen  years  made  a  special 
study  of  form  letters,  and  has  taken  active  part  in  hundreds  of 
mail  campaigns.  The  knowledge  thus  gained  has  been  supple- 
mented by  that  of  a  number  of  recognized  leaders  in  advertising 
work.  The  essential  divisions  of  the  subject  were  thus  determined, 
and  writers  qualified  to  cover  these  various  phases  of  letter  writing 
in  an  effectual  manner  were  chosen. 


INTRODUCTION 

It  is  our  belief  that  the  subjects  and  the  writers  of  the  seven 
monographs  which  follow  will  appeal  to  the  judgment  of  every 
man  interested  in  knowing  more  about  this  powerful  factor  in 
the  promotion  of  modern  business. 


I  7  ] 


Manager  of  Advertising,  University 
Press.  Cambridge,  Mass.;  Author  of 
"A  Manual  of  Church  Publicity." 


THE     PLAN 

By  CARROLL  WESTALL 

Who  has  not  heard  that  picturesque  exclamation,  "It  beats  the  Dutch!" 
Analyzed,  it's  the  unconscious  tribute  to  the  qualities  which  have  made  the 
enterprising  Germans  our  most  dangerous  competitors  in  the  battle  for  foreign 
trade — Teutonic  thoroughness,  the  unlimited  capacity  for  digging  down  to  the 
roots  of  things.  This  faculty  the  following  article  has  also.  With  the  gusto 
of  an  engineer  attacking  a  new  and  complicated  construction  problem,  yet  in 
an  off-hand,  readable  style,  Mr.  Westall  holds  up  for  your  inspection  a  letter 
plan.  He  takes  it  apart — shows  how  it  works — puts  it  skilfully  together  again 
— then  tells  you  in  breezy,  man-to-man,  practical  fashion  how  to  plan  your  own 
letters  in  the  same  effective  way.  We  urge  you  to  read  this  article  in  its  proper 
order.  It's  logically  the  first — and  moreover  an  excellent^  "curtain  raiser"  for 
the  other  chapters  that  follow. — Note  by  The  Editors. 

WHO  "plans"  form  letters?  Not  the  average  business  man. 
He  is  "too  busy."  So  far  from  saving  his  time,  the 
apparent  effect  of  the  invention  of  typewriter,  tele- 
phone, loose  leaf  and  card  systems,  and  other  modern  time 
savers  has  been  merely  to  "speed  him  up."  Like  a  squirrel 
in  its  revolving  cage,  he  is  apt  to  be  too  preoccupied  with 
"going  through  the  motions"  to  realize  whether  he  is  actually 
getting  anywhere  or  not. 

Plan  form  letters?  Not  he !  Let  someone  else  do  it.  And 
so — as  usual — what  is  anybody's  job  ends  in  being  nobody's 
job.  The  form-letter  task  goes  vainly  "down  the  line"  repulsed 
by  everybody  till  it  finally  reaches  the  clerk,  who  being  the 
"lowest  in  succession"  can't  dodge.  But  he  is  too  buried  in 
detail  to  have  any  breadth  of  view.  He  can't  plan;  he  can  only 
execute. 

Most  form  letters  show  the  result  of  this  treatment.  They 
are  outcasts.  No  parents.  No  brothers  or  sisters.  Just  acci- 
dents! They  start  from  nowhere — they  twist  and  they  turn — 
and  they  get  nowhere — unless  you  call  the  waste  basket  some- 
where.    They   remind  you   of   the   new   house  that  a  friend 

[9] 


LETTERS  THAT  MAKE  GOOD 

of  yours  has  built.  He  proudly  ushers  you  through  it.  You 
notice  that  the  parlor  opens  directly  into  the  kitchen.  You 
notice  other  things,  but  you  say  nothing.  Finally  he  bursts 
out  triumphantly  with  "I  planned  this  house  and  saved  the 
architect's  fee."  You  murmur  the  customary  compliments; 
you  think  "it  certainly  looks  it."  And  you  mentally  decide 
that  when  you  buUd  you'll  have  an  architect. 

Business  men  are  coming  to  realize  that  form  letters  without 
a  plan  are  like  a  building  without  an  architect.  Form  letters 
are  written  to  get  business.  Not  some  business,  but  the  most 
business  possible.  And  just  as  the  high-priced  salesman  would 
never  think  of  calling  on  an  important  "prospect"  without  first 
carefully  planning  and  preparing  for  the  interview,  so  the  man 
who  would  have  his  form  letters  sales  letters  must  plan — broadly, 
thoroughly,  comprehensively,  before  he  even  touches  pencil  to 
paper  or  whispers  into  the  phonograph. 

Why  are  not  all  form  letters  so  planned?  Frankly — because 
it  means  work.  There's  no  dodging  that  fact.  And  work — 
especially  along  new  or  different  lines — is  never  popular.  You 
see  the  brain  disUkes  entering  upon  a  new  field — it  prefers  a  rut. 
You  have  to  fight  it — hold  it  down — keep  it  in  the  new  path. 
After  a  while  it  gives  up  resisting  and  presently  you  discover 
that  that  which  has  previously  been  difficult  has  become  relatively 
easy.  You  have  gained  a  tool  with  a  keen  edge  and  you  delight 
in  a  new  sense  of  mastery. 

But  in  the  first  place  one  is  confronted  by  that  mental 
sluggishness  of  which  we  are  all  more  or  less  possessed — that 
disinclination  to  grapple  with  a  problem  with  the  full  force  of 
the  mind.  How  are  we  to  overcome  this  tendency?  First, 
by  ridding  one's  mind  of  the  nervous  sense  of  haste.  Resolve 
to  take  enough  time  to  see  the  thing  through.  Get  some  good 
sized  sheets  of  paper  and  some  well-sharpened  pencils.  Select 
a  comer  where  you  won't  be  disturbed. 

[10] 


THE  PLAN 

Now  let's  start  at  the  very  beginning.  Then  we'll  feel  sure 
we're  building  on  bed  rock.  Imagine  you  are  a  total  stranger — 
a  keen,  experienced  salesman,  say — entering  your  office  for  the 
first  time.  Forget  for  a  while  your  experience.  Lay  aside  your 
usual  point  of  view;  look  at  your  problem  with  new  eyes.  (Yes, 
I  know  it's  difficult,  but  it  can  be  done.)  Take  nothing  for 
granted.  Get  yourself  "in  a  comer"  and  ask  yourself  questions, 
writing  the  answers  dowi>  on  paper. 

"How  can  I  develop  a  plan?  By  thoroughly  analyzing 
my  business.  What  is  thorough  analysis?  Digging  down  to 
the  roots  of  things.  What's  the  root  of  all  business?  Supplying 
human  needs.  What  are  the  fundamental  needs?  Food,  shelter, 
clothing.  What  are  the  businesses  called  that  supply*  these 
fundamental'  needs?  Staple  lines.  Is  my  business  a  staple 
line?" — and  so  on. 

And  here  I  must  offer  a  warning.  Be  sure  that  you  ask 
yourself  but  one  question  at  a  time  and  that  your  answer  is  correct. 
Make  each  joint  true  as  you  go  along,  or  your  whole  structure 
may  fall.  You  see,  analysis  is  not  at  bottom  so  complex  as  it 
may  seem.  It  is  merely  the  comparison  of  one  thing  with  another. 
You're  reasonably  safe  as  long  as  you  don't  try  to  crowd  too 
many  things  into  the  mind  at  once.  In  which  case  you  may 
find  yourself  in  the  same  fix  as  a  sensational  clergyman  who 
asserted  that  "premature  gray  hair  is  an  indication  of  fast  living." 
Analyzed,  his  reasoning  evidently  was : 

"Fast"  living  depletes  the  energy. 

Gray  hair  is  said  to  indicate  depleted  energy. 

Therefore  all  people  with  prematurely  gray  hair  have  lived  fast." 

His  error  lay  in  trying  to  hold  more  than  two  "propositions" 
in  the  mind  at  once.  Had  he  divided  all  hair  into  "gray"  and 
"not  gray,"  all  people  into  "fast"  and  "not  fast,"  and  all  depleted 
energy  into  "resulting  from  fast  living"  and  "not  resulting  from 
fast  living"  he  would  have  quickly  reahzed  that  in  order  to  prove 

[11] 


LETTERS  THAT  MAKE  GOOD 

that  all  people  with  prematurely  gray  hair  had  lived  "fast" 
he  would  also  have  to  prove  that  ail  depleted  energy  is  the  result 
of  "fast"  living — a  claim  too  absurd  to  pass  muster.  He  had 
put  some  of  his  parishioners  in  the  wrong  pew;  we  must  be 
careful  not  to  make  a  similar  mistake  in  our  classification. 

Following  this  plan  of  not  holding  more  than  two  facts  in 
the  mind  at  once,  we  continue  with  our  analysis.  Business 
comes  from  two  sources — old  customers;  new  customers.  Finan- 
cially, old  customers  are  of  two  kinds — those  buying  up  to  their 
limit;  those  whose  purchases  can  be  increased.  From  the  "good 
will"  standpoint,  you  have  satisfied  customers  of  your  house  plus 
dissatisfied  customers  of  competitors;  just  as  your  competitors 
have  dissatisfied  customers  of  yours  and  satisfied  customers  of 
their  own.  Prospective  new  customers  are  also  of  two  classes — • 
those  now  buying  of  competitors;  those  not  buying  at  all. 

Now  we  are  getting  down  to  brass  tacks.  We  find  that  new 
business  is  the  result  of  "demand,"  and  that  demand  is  either 
already  developed  or  to  be  developed ;  and  that  demand  involves 
a  supply.  (Note  here  that  by  working  upward  from  the  basic 
human  needs  to  demand,  we  approach  the  form-letter  prob- 
lem from  the  correct  side — that  of  the  buyer — and  thus  avoid 
the  mistake  of  the  average  business  man,  who,  approaching  the 
question  from  the  manufacturing  or  selling  end,  fails  to  get  the 
buyer's  viewpoint.) 

To  this  demand  and  our  supply  we  now  add  a  third  factor — 
the  "medium"  by  which  demand  and  supply,  or  market  and 
product — are  brought  together.  This  is  accomplished  by  the 
sales  campaign,  and  we  must  first  find  out  what  place  in  the  sales 
campaign  should  properly  be  assigned  to  our  form  letters. 

Here  we  are  face  to  face  with  some  nice  questions  of  policy. 
Shall  we  need  one  letter — or  series?  General  letters — or  spe- 
cific? To  go  to  jobbers,  dealers,  or  consumers?  To  a  number 
of  classes  of  buyers — or  to  one  class  only?    To  women — or  men? 

fl21 


THE  PLAN 

Letter  to  carry  the  whole  message — or  short  "letter  of  trans- 
mittal" with  other  printed  matter?  To  boost  the  general  line — 
or  to  focus  on  a  single  proposition?  For  general  welfare — or  for 
sales?    And  so  on. 

Along  with  these  questions  we  must  also  consider  the  facts 
developed  by  our  analysis  of  the  product  itself,  involving  such 
questions  as:  Permanent,  all-the-year-round — or  seasonable? 
Necessity — or  luxury?  Quality  high — or  low  priced?  Only 
one  of  kind — or  competitive  products?  Many  talking  points — 
or  few  only?  One  leading  quality  or  "hook" — or  several,  of 
about  equal  importance? 

There!  We  have  the  foundation  facts  for  our  plan,  and 
can  lean  back  in  our  chairs  and  rest  for  a  moment.  And  while 
we  are  resting,  let's  glance  back  over  our  course.  What  did 
we  do? 

We  analyzed  first  the  basic  needs  of  business  generally, 
then  the  relation  of  our  line  to  general  business.  Next  we 
considered  the  necessities  of  the  sales  situation  growing  out 
of  that  relationship,  and  finally  the  conditions  as  met  by  the 
particular  product  we  wish  to  push.  In  other  words,  we  dis- 
covered that  "a  plan"  meant  analysis;  that  analysis  is  the  com- 
parison of  two  things  and  from  them  creating  a  third;  that  the 
fundamental  factors  are  the  buyer  and  product;  that  from  a 
consideration  of  these  two — the  "demands"  of  one,  the  "talking 
points"  of  the  other — result  the  sales  campaign  and  the  sales 
letter. 

Now  we  can  safely  go  ahead  and  lay  out  our  letter  or  series 
of  form  letters.  We  have  the  data  for  a  successful  consideration 
of  the  purpose  and  keynote  of  these  letters.  We  have  charted 
the  harbor,  set  our  course  and  can  now  hoist  sail  and  away.  No 
doubt  it  has  seemed  a  long  process  to  you.  But  the  longest 
way  round  is  frequently  the  shortest  way  home — "home"  being 
of  course  the  plan  that  produces  the  most  efficient  letters.     And 

[13] 


LETTERS  THAT  MAKE  GOOD 

if  the  work  has  been  done  thoroughly,  part  of  it  will  serve  as  the 
basis  for  a  future  plan  on  other  lines  or  products  in  your  business 
— or  at  least  will  so  develop  your  power  of  analysis  as  to  make 
the  next  similar  problem  much  easier  and  quicker  to  solve. 

Bear  in  mind  that  I  have  not  furnished  you  with  an  exact 
chart  of  your  harbor ;  I  have  merely  indicated  the  necessity  for 
such  a  chart  so  that  you  may  avoid  the  rocks,  and  have  sug- 
gested how  such  a  chart  may  be  made. 

In  a  nutshell:  Find  the  facts;  find  all  the  facts;  be  sure 
you  have  them  straight;  find  out  where  they  lead  to.  Thea 
build  your  letters  on  your  conclusions. 


.14] 


Advertising  Manager,  Alpha  Portland 
Cement  Co.;  former  Principal,  Schools 
of  Selling,  International  Correspondence 
Schools. 


THE     DATA 

By  S.  ROLAND  HALL 

The  basis  of  successful  teaching — what  is  it  but  the  collection  of  adequate 
acts 'and  their  arrangement  and  presentation  in  orderly,  logical  fashion?  Mr. 
Hall's  success  in  treating  this  important  and  too  frequently  slighted  division  of 
good  letter-writing  principles  in  part  explains  his  success  in  the  larger  field  of 
mail  instruction.  In  a  simple,  unassuming,  conversational  style  that  "gets 
under  your  guard" — a  style,  by  the  way,  which  is  characteristic  of  all  his  writing, 
and  which  is  part  of  the  man  himself — he  plants  some  fundamental  ideas  as  to 
correct  fact-collection  and  arrangement,  to  later  bring  forth  a  good  crop  in  your 
own  work,  if  you  follow  him  closely.  This  article  will  no  doubt  be  read  by  his 
own  correspondence  pupils  as  well  as  by  those  maturer  students  of  advanced 
business  methods  who  have  inspired  this  volume — and  to  equal  advantage  by 
both  clashes. — Note  by  The  Editors. 

AN  acquaintance,  regarded  generally  as  one  of  the  most 
efficient  letter  writers  of  America,  was  asked  what  he 
would  charge  for  preparing  six  letters  to  be  used  in  ex- 
ploiting certain  real  estate.  His  reply  was  that  he  could  not 
conscientiously  charge  anything,  because  he  did  not  know  any- 
thing about  the  property;  and  he  could  not  write  effective  letters 
about  something  he  knew  nothing  about.  It  evidently  had 
not  occurred  to  the  inquirer  that  it  would  be  necessary  to  furnish 
this  letter  writer  a  great  deal  of  information  about  the  property, 
and  that  it  would  be  necessary  to  classify  and  absorb  that  infor- 
mation before  real  sales  letters  could  be  prepared.  He  prob- 
ably had  the  idea,  that  unfortunately  so  many  people  have, 
about  letter  writing  and  advertising — that  the  clever  writer 
can,  without  data  of  any  consequence,  lean  back  in  his  chair, 
close  his  eyes,  and  out  of  the  air  pluck  details  and  arguments 
that  will  induce  people  to  part  with  their  money. 

The  fallacious  idea  about  the  clever  writer's  ability  to  write 
without  data  is  responsible  for  a  great  deal  of  poor  work.    The 

[17] 


LETTERS  THAT  MAKE  GOOD 

truth  is,  of  course,  that  one  who  is  skilful  in  expression  can  reel 
oS  a  letter  that  is  gracefully  phrased,  and  that  often  calls  forth 
favorable  comment.  The  expert  letter  writer  knows  many 
tricks  of  the  trade:  interesting  opening,  adroit  argument  and 
effective  closing.  But  after  that,  what?  A  compliment  on 
the  letter?  That  is  not  what  we  want  as  the  result  from  a  sales 
letter;  and  it  is  the  sales  letter  that  we  most  often  refer  to  when 
we  talk  about  "letters  that  make  good." 

We  are  wiser  than  we  can  explain.  That  is,  we  have  a  sense 
that  we  cannot  well  describe.  That  instinctive  sense  enables 
us  often  to  read  between  the  lines  of  mere  skilful  expression, 
and  perceive  that  the  writer  does  not  really  know  whereof  he 
writes.  That  instinctive  sense,  on  the  other  hand,  often  enables 
us  to  see  in  a  crude  letter  the  real  information  and  the  con- 
fidence of  the  writer,  and  makes  us  believe  the  message,  though 
it  may  not  be  expressed  so  gracefully  as  a  more  skilled  writer 
would  express  it.  A  letter  from  a  farmer,  about  a  lot  of  pickles 
that  he  put  up  himself,  is  before  me.  It  has  none  of  the  tricks 
of  the  professional  letter  writer,  but  it  tells  about  the  pickles, 
the  care  with  which  the  farmer  grew  them  and  with  which  he 
put  them  up,  how  good  they  are,  what  the  price  is,  and  when 
he  is  going  to  be  around  delivering.  And  his  letter  makes  me 
pickle  hungry. 

A  sales  letter  is  an  advertisement — an  advertisement  in 
letter  form.  We  put  many  of  our  advertisements  into  that 
form,  because  we  know  that  people  are  habituated  to  read,  with 
more  or  less  care,  everything  that  comes  to  them  in  the  shape  of 
letters.  The  letter  goes  out  with  the  guarantee  of  a  great  gov- 
ernment for  its  delivery.  Its  "circulation"  is  assured.  It  is 
read  by  itself,  to  the  exclusion  of  other  things.  It  is  not 
"blanketed"  by  other  advertisements  surrounding  it  that  draw 
off  the  easily  diverted  attention.  Consequently,  the  letter  is  a 
great  advertising  medium.     But  the  letter  is,  nevertheless,  an 

[18] 


THE  DATA 

advertisement — a  good  advertisement,  a  mediocre  advertisement, 
or  a  poor  advertisement,  according  to  whether  we  have  wrought 
well  or  ill  in  our  writing  of  it.  And  though  we  think  most  often 
of  sales  letters,  when  we  talk  about  business  letters,  let  us  not 
forget  that  the  mere  acknowledgment,  the  answer  to  a  complaint, 
and  all  the  other  forms  of  letters,  also  have  advertising  value. 

Now,  we  teach  that  the  effective  advertisement  must  have 
real  data  behind  it  if  it  is  to  have  a  positive  selling  force,  and 
as  the  same  thing  is  true  of  the  letter,  it  foUows  that  we  must 
search  for  data  for  our  letters,  just  as  we  would  for  data  for  other 
kinds  of  advertisements.  If  we  do  not,  then  our  letters  are 
likely  to  become  "as  sounding  brass  or  a  tinkling  cymbal." 

A  writer  of  business  letters  should  not  flatter  himself  that 
the  finding  of  nuggets  of  real  information  is  an  easy  task.  Some- 
times it  is  only  after  the  most  painstaking  inquiry  and  study 
that  what  we  are  looking  for  comes  to  light.  The  letter  writer  , 
should  regard  himself  as  being  in  the  position  of  a  reporter,  or 
a  lawyer.  He  must  be  a  living  interrogation  point.  He  can 
get  much  by  searching  libraries  and  printed  matter  generally. 
He  can  also  get  a  great  deal  by  the  use  of  his  feet  and  his  eyes  in 
another  way. 

There  are  some  things  that  one  cannot  do  justice  to  with- 
out actually  seeing  them.  There  is  a  confidence,  an  enthusi- 
asm, an  ability  to  describe  graphically,  that  come  only  through 
having  seen  with  one's  own  eyes  that  which  is  to  be  advertised. 
If  I  were  going  to  advertise  a  colony  of  small  farms,  I  would 
no  more  think  of  trying  to  write  letters  about  those  farms  with- 
out first  going  and  seeing  the  property  with  my  own  eyes  than 
I  would  write  love  letters  to  a  woman  whom  I  had  never  met. 
Imagination  is  a  great  creator,  and  those  who  have  the  gift  of 
imagination,  in  large  measure,  can  do  wonderful  things,  some- 
times without  much  fact  with  which  to  feed  the  fire;  but  that 
sixth  sense  is  likely  to  see  through  the  purely  imaginative  work. 

[19] 


LETTERS  THAT  MAKE  GOOD 

Wholly  imaginative  work,  and  work  based  on  second-hand 
information  must,  in  business,  be  inferior  to  writing  based  on 
first-hand  data. 

A  buyer  for  a  large  department  store  was  once  found  by 
an  acquaintance  calmly  tearing  a  shoe  apart  with  a  pair  of  pincers. 
He  explained  that  certain  statements  had  been  made  about  the 
workmanship  and  material  of  the  shoe,  and  he  was  tearing  it 
up  to  satisfy  himself  that  the  statements  were  true. 

So,  then,  we  have  the  principle  that  in  searching  for  data 
for  efficient  letters  we  should,  if  possible,  go  and  see  the  things 
we  are  to  write  about,  or  have  them  brought  to  us,  and  maybe 
tear  something  apart.  Maybe  tasting,  hearing,  or  feeling,  is 
important.  I  am  sure  I  wrote  much  better  matter  about  the 
fig-growing  business  of  California  by  having  specimens  of  those 
figs  on  my  desk  and  by  having  tasted  them. 

And  then  we  must  ask  questions.  It  is  hard  to  beat  the 
question  method.  It  is  one  of  the  oddest  things  in  the  business, 
but  true,  that  the  most  important  kind  of  information  will  often 
jemain  hidden  until  it  is  brought  to  the  surface  by  a  question. 
A  dentist  once  had  an  article  that  he  wanted  to  sell  to  other 
•dentists.  His  argument  for  it  seemed  good,  but  something 
Avas  lacking.  Finally,  he  was  asked  in  what  way  competitive 
goods  failed  to  do  their  work  perfectly,  if  his  did  that  particular 
work  perfectly,  and  why  it  did  it.  Out  it  came — the  real  kernel 
of  the  nut;  but  in  some  way  he  had  missed  it  up  to  the 
questioning. 

Once  in  my  own  experience  I  found  it  necessary  to  have 
very  full  answers  furnished  to  thirty-five  or  forty  questions, 
and  to  have  specimens  of  dozens  of  letters  written  by  a  client 
before  I  could  undertake  to  suggest  improvements  in  his  letter- 
soliciting  plans. 

Finally,  the  people  to  whom  the  letter  is  to  be  written  must 
be  studied,  and  data  collected  from  them.     For,  of  course,  there 

[20] 


THE  DATA 

is  a  buying  point  of  view,  as  well  as  a  selling  point  of  view,  and 
the  data  drawn  from  seeing  and  studying  the  thing  to  be  sold 
must  be  adapted  to  the  needs,  sentiments,  manner  of  reasoning, 
etc.,  of  the  people  to  whom  the  letter  is  to  be  written.  One 
cannot  hope  to  write  letters  about  vacuum  cleaners  that  will 
lead  women  to  buy  such  an  article  unless  a  study  from  the 
woman's  point  of  view  is  made.  You  cannot  hope  to  write  the 
farmer  an  effective  letter  about  a  gas  engine,  or  a  sulky  plow, 
until  you  have  secured  data  about  the  way  a  gas  engine  or  a 
sulky  plow  fits  into  a  farmer's  life. 

I  recall  that  I  once  had  the  job  of  selling  a  city  lot  situated 
on  a  sloping  block  at  the  top  of  a  hill.  I  put  in  considerable 
time  gathering  and  assembhng  my  data.  Against  the  objec- 
tion that  the  lot  was  at  the  top  of  the  hill,  and  that  the  purchaser 
would  not  have  so  easy  a  walk  as  if  he  bought  a  lot  on  the  level, 
was  the  fact  that  the  views  were  fine  and  could  never  be  cut  oflf. 
Against  the  objection  that  the  rear  sloped  rapidly  down  to  the 
valley  were  the  arguments  that,  (1)  the  lot  was  lower  priced 
than  one  entirely  level,  (2)  that  a  terraced  backyard  was  more 
artistic  than  a  level  one,  (3)  that  a  stable,  garage,  or  any  other 
outbuilding  that  might  be  desired  in  the  rear,  would  be  down 
below  the  dwelling,  and  isolated,  and  would  not  shut  off  the 
view.  Against  the  objection  that  a  fire  house  was  soon  to  go 
on  the  comer  was  the  argument  that  it  was  to  be  a  small  fire 
house,  that  firemen  were  orderly  and  their  presence  really  con- 
stituted extra  police  protection.  For  every  objection,  logical 
argument  was  studied  out;  and  much  good  argument  was  found 
to  which  there  were  no  objections.  It  was  then  no  trouble 
to  write  letters  about  that  lot.  There  was  plenty  of  data,  and 
the  job  was  merely  one  of  selection. 

I  have  demonstrated,  to  my  own  satisfaction  at  least,  that 
no  form  letter  addressed  to  a  fairly  intelligent  class  of  people 
needs  to  have  names  and  addresses  "filled  in."    The  conclusion 

[211 


LETTERS  THAT  MAKE  GOOD 

has  been  forced  on  me,  by  a  number  of  experiments,  that  after 
all,  what  counts  is  the  information  in  the  letter — the  data.  Based 
on  strong  data,  your  form  letter  does  not  need  a  name  and 
address  filled  in.  Lacking  that,  all  the  skilful  "filling  in"  you 
can  do  won't  save  the  day. 

The  classifying  of  data  is  in  itself  a  task  for  the  master 
hand.  But  the  general  principles  are:  In  the  first  division, 
put  the  data  most  likely  to  compel  interest;  reject  the  points 
of  such  little  strength  that  they  may  impair  the  strength  of 
better  ones;  keep  back,  until  near  the  end  of  the  argument,  data 
that  is  likely  to  repel  if  introduced  near  the  beginning  (such 
things  as  high  prices,  etc.);  reserve  some  strong  point  for  the 
close. 


[22] 


CKj<y^^ 


Director  of  Publicity,  W.  H.  McElwain 
Company.  Boston;  Ex-President.  Associated 
Advertising  Clubs  of  America;  Ex-President, 
Pilgrim  Publicity  Association  of  New  England; 
Director  and  Chairman,  Ford  Hall  Meetings; 
President,   Sagamore    Sociological   Conference. 


THE     MESSAGE 

By  GEORGE  W.   COLEMAN 

7/'5  a  mighty  hard  job  to  pry  out  your  own  viewpoint  and  replace  it  with 
the  viewpoint  of  the  other  fellow.  In  spite  of  the  difficulty  of  it,  the  man  who 
writes  letters  that  bring  a  'large  volume  of  business  knows  it  must  be  done. 
Nobody  better  understands  this,  or  knows  how  to  do  it  better,  than  Mr.  Coleman. 
Because  he  sees  things  in  a  broad  way  he  is  able  to  do  things  in  a  broad  way. 
That's  why  he  is  a  successful  leader  of  movements  which  have  the  force  of 
massed  opinion  behind  them.  Mr.  Coleman  shows  us  how  to  get  outside  of 
ourselves  by  concentrating  on  the  facts  and  the  way  to  use  them.  His  article 
is  well  thought  out — it's  clear — it's  helpful.  That's  the  Coleman  way — and 
it's  the  way  to  get  the  message  "across." — Note  by  The  Editors. 

A  LETTER  without  facts  is  like  a  body  without  bones;  it 
won't  get  anywhere.  The  facts  in  the  case  are  good 
enough  for  any  letter,  much  better  than  the  most  radi- 
ant moonshine  and  much  harder  to  get.  First  get  the  facts. 
Then  get  all  the  facts.  And  finally  make  sure  that  they  are 
facts.  Don't  guess,  don't  imagine,  don't  infer;  just  dig,  dig, 
dig  for  the  facts!  There  is  nothing  so  interesting  in  the  world 
as  facts. 

But  don't  tell  all  you  know  at  any  one  time.  If  you  know 
a  whole  lot  more  than  you  tell,  your  very  expressions  will  carr}'^ 
with  them  a  sense  of  knowledge  held  in  reserve  that  inspires 
confidence  and  trust.  You  write  with  an  authority  that  is 
instinctively  recognized  when  you  are  able  to  pick  and  choose 
among  a  wide  range  of  facts. 

Having  all  your  facts  before  you,  it  is  a  great  study  to  know 
which  ones  to  employ  and  in  what  order  they  should  be  mar- 
shaled. Now  here  is  the  place  where  you  must  imagine,  guess, 
and  infer  unless  you  have  an  intuition  that  leads  you  unerringly 
to  the  mark.  You  may  have  an  exact  knowledge  of  your  own 
proposition,  but  you  can  be  only  more  or  less  acquainted  with 

'      [25] 


LETTERS  THAT  MAKE  GOOD 

human  nature.  This  is  where  that  wonderful  force  called  per- 
sonality comes  strongly  into  play.  It  is  at  this  point  that  what 
you  are  counts  for  more  than  what  you  know.  And  if  you  can 
combine  a  full  knowledge  with  an  effective  •personality  nothing 
can  stop  you  from  writing  letters  that  will  do  the  business. 

Your  personal  gifts,  your  experience  of  life,  your  innate 
understanding  will  determine  your  arrangement  of  the  facts, 
the  aim  being  to  arouse  in  the  reader  of  the  letter  an  interest 
that  develops  into  desire  and  culminates  in  decision.  There 
is  no  rule  of  thumb  by  which  this  may  be  accomplished.  The 
man  who  can  do  it  can  do  it  in  more  ways  than  one.  The  man 
who  can't  do  it  can't  do  it  anyway,  no  matter  how  much  you 
show  him.  But  you  will  not  know  whether  you  are  the  man 
who  can  or  the  man  who  can't  until  you  work  it  out  for  all  you 
are  worth.  And  your  very  labor  may  give  birth  to  an  unsus- 
pected letter-writing  talent.  It  is  not  always  the  most  likely 
man  who  succeeds  best,  but  generally  the  one  who  works  the 
hardest.  This  is  as  true  of  professional  letter  writing  as  of 
anything  else.  If  you  have  a  knack  for  letter  writing  you  are 
at  a  disadvantage  with  the  man  who  has  got  to  work  for  it, 
because  if  he  keeps  at  it  he  will  outstrip  you  in  the  long  run. 
While  you  are  wearing  out  your  knack  he  will  be  building  up  a 
substantial  ability  that  will  stand  the  severest  tests. 

The  man  who  has  some  gift  of  expression  is  more  in  danger 
of  turning  on  radiant  moonshine,  while  the  man  who  has  to 
dig  to  find  out  what  would  best  be  said  is  more  likely  to  unearth 
some  hidden  or  unobserved  but  powerfully  interesting  fact. 
The  temptation  is  to  think  you  know  all  the  facts.  This  is 
where  the  value  of  an  analytical  habit  of  mind  comes  in.  It 
enables  you  to  see  a  thing  all  broken  to  pieces  while  it  still  stands 
before  your  physical  vision  as  a  complete  whole.  It  is  a  uni- 
versal instinct  of  the  human  mind  to  like  to  see  a  thing  taken 
/  to  pieces.     Like  the  child,  we  want  to  know  what  it  is  made  of. 

[26] 


THE  MESSAGE 

A  power  for  mental  dissection  reveals  treasure  facts  that  for 
letter-writing  purposes  far  outweigh  the  value  of  the  most 
felicitous  phrasings.  This  applies  just  as  truly  to  the  analysis 
of  an  idea  as  to  the  dissection  of  an  article  of  merchandise. 

When  you  have  mastered  the  facts  of  the  case,  then  you 
might  give  your  attention  to  the  importance  attaching  to  the 
point  of  view.  The  keenest  facts  do  not  make  an  effective 
appeal  to  the  mind  unless  they  can  easily  and  naturally  be  ap- 
plied to  something  in  which  one  is  already  interested  or  about 
which  one  already  has  some  knowledge.  Of  what  use  is  it  for 
you  to  try  to  interest  me  in  the  purchase  of  an  automobile  by 
telling  me  the  vital  facts  about  cylinders,  tires,  engines,  coolers, 
and  the  like  when  all  your  talk  is  pretty  much  like  Greek  to 
me?  If  I  already  have  a  machine  and  you  are  trying  to  sell 
me  a  better  one,  doubtless  that  might  do,  for  I  would  be  sup- 
posed to  know  something  about  those  things. 

No,  you  are  approaching  me  from  the  wrong  point  of  view. 
What  you  must  do  is  to  show  me  how  a  busy  man  with  no  time 
for  additional  pleasures,  and  not  inclined  to  extravagant  show, 
can  use  a  machine  to  increase  his  efficiency,  save  his  time,  pro- 
mote the  health  of  his  family,  entertain  his  friends,  and  serve 
the  sick  and  the  poor.  I  am  already  interested  in  such  matters, 
and  if  an  automobile  has  any  application  to  such  things,  then 
your  facts  along  that  line  will  interest  me  at  once.  Later  you 
can  tell  me  all  about  the  mechanism. 

In  other  words,  after  you  have  acquired  a  great  range  of 
facts  from  your  own  point  of  view  you  must  turn  right  around, 
if  need  be,  and  do  your  best  to  see  them  from  the  point  of  view 
of  the  man  whom  you  are  seeking  to  impress.  You  will  find 
the  same  facts  taking  on  entirely  new  colorings.  It  is  up  to 
you  to  pick  and  choose  those  that  will  relate  themselves  to  the 
other  man's  present  knowledge  and  feelings.  You  have  got 
to  start  in  at  the  place  where  you  find  him,  else  you  will  never 

[27] 


LETTERS  THAT  MAKE  GOOD 

get  the  chance  to  pull  him  along  to  the  place  where  you  want 
him  to  go.  Your  minds  must  meet,  as  the  lawyers  would  say, 
on  some  common  ground  before  you  can  expect  him  to  follow 
your  reasoning  to  some  conclusion  as  yet  new  to  him.  A  point 
of  contact  must  be  established,  and  that  you  can  discover  only 
by  taking  the  right  point  of  view. 

Now  we  are  ready  to  employ  this  talent  for  expression, 
this  requisite  which  comes  last  and  is  generally  put  first,  and 
sometimes  both  first  and  last,  in  letter  construction  work.  Hav- 
ing absorbed  the  facts,  gained  the  point  of  view  and  selected 
your  approach,  you  are  ready  for  the  element  that  might  be 
called  "human  interest,"  for  the  lack  of  a  better  designation. 
It  is  to  the  letter  what  personal  appearance  and  manners  are  to 
the  salesman. 

First  of  all,  your  language  must  be  clear  and  unmistakable. 
No  involved  statements  or  ambiguous  expressions  can  be  tol- 
erated. And  whatever '  style  of  phraseology  is  best  suited  to 
the  letter  in  hand,  let  that  style  prevail  throughout.  To  intro- 
duce flippancy  into  a  dignified  communication  or  to  employ  a 
stilted  expression  in  the  midst  of  a  flow  of  colloquial  language 
is  very  much  like  presenting  a  personal  appearance  in  overalls 
and  a  dinner  coat.  For  whatever  style  you  elect  to  use,  see 
that  it  is  shot  through  and  through  with  the  human-interest 
element.  This  is  where  the  gift  of  expression  plays  an  impor- 
tant part.  Entirely  independent  of  your  facts,  and  without 
relation  to  your  argument,  see  to  it  that  your  modes  of  expres- 
sion vibrate  with  human  interest.  Better  almost  than  any  one 
else  I  know,  Thomas  W.  Lawson  of  Boston  has  the  gift  of  in- 
jecting a  lively  human  interest  into  his  phrases.  But  you  would 
fail  disastrously  were  you  to  try  to  copy  his  way.  It  must  be 
your  own  human  interest  that  you  pump  into  your  writing. 

And  this  brings  me  to  the  last  point  that  I  want  to  make. 
Everything  that  you  do  and  think  goes  to  make  up  your  char- 

[28] 


THE  MESSAGE 

acter  upon  which  you  must  draw  when  you  are  seeking  to  give 
a  human  interest  to  your  expressions.  Therefore  the  larger 
the  Hfe  you  Hve,  the  wider  the  range  of  your  reading,  the  deeper 
your  moods  of  contemplation,  the  more  numerous  your  friends 
and  acquaintances,  the  more  vital  contacts  you  have  with  life, 
the  larger  will  be  the  reservoir  of  human  interest  upon  which 
you  may  draw  when  you  are  seeking  to  persuade  others  to  do 
what  you  want  them  to  do. 

To  shape  your  message  well,  then,  get  the  facts,  find  the 
point  of  view,  select  your  approach,  and  salt  and  pepper  with 
human  interest  to  suit  the  occasion. 


[29] 


Author  of  "Art  and  Science  of  Advertising," 
"Printing  in  Relation  to  Graphic  Art," 
"About  Book  Making,"  "Aspects  of  Adver- 
tising," etc.  Formerly  Editor  of  "Profit- 
able Advertising,"  "Advertisings  Selling," 
"Newspaperdom." 


THE     STYLE 

By  GEORGE  FRENCH 

An  agreeable  personality  casts  a  delightful  spell  over  all  who  come  within 
its  influence.  It  softens  the  "crust"  of  the  most  unapproachable  business  man — 
softens  it  as  probably  nothing  else  does.  In  the  hands  of  a  salesman  it  is  a 
tremendous  force.  Mr.  French  tells  how  to  work  that  personality  into  the  "style" 
of  your  business  letters — tells  what  it  will  do  for  them,  and  why.  Mr'.  French 
is  an  enthusiastic  student  of  style  and  lays  down  some  fundamental  and  prac- 
tical rules  for  the  development  of  a  result-getting  style — a  mastery  of  words  that 
will  carry  your  message  straight  to  the  bull's  eye.  These  are  the  very  rules  which 
he  himself  has  followed  in  developing  his  own  style.  This  article  is  something 
to  read  carefully,  to  think  about,  to  remember.  Something  to  take  into  your 
own  business  for  profit. — Note  by  The  Editors. 

WHEN  I  am  to  meet  a  man  who  has  it  in  his  power  to  do 
me  a  favor  or  give  me  some  business,  I  take  the  pre- 
caution when  I  dress  to  don  a  freshly  pressed  suit  of 
clothes,  select  my  most  becoming  shirt  and  cravat,  get  shaved  and 
manicured,  have  my  shoes  polished,  and  wear  my  most  agree- 
able countenance.  When  I  meet  this  man  I  do  my  best  to  make 
a  good  impression  on  him.  I  try  to  remember  all  I  know  about 
him,  and  I  study  him,  and  try  to  get  leads  from  him  all  the  while 
I  am  shaking  his  hand  and  asking  about  his  wife  and  children.  I 
endeavor  to  throw  around  him  an  aura  of  agreeable  impressions. 
I  try  to  lead  him  gently  up  to  the  business  in  hand,  along  a 
pathway  that  will  fill  his  sub-conscious  mind  with  pleasant 
feelings,  and  gently  incline  him  in  the  direction  of  mercy  for  me 
and  my  quest.  I  conduct  all  the  talk  in  a  direction  that  I  believe 
will  agreeably  interest  him,  and  when  we  come  to  the  hard  knocks 
of  the  core  of  the  business  proposition  in  hand,  I  try  to  so  present 
my  side  as  though  it  were  his  side,  to  make  him  feel  that  I  really 
am  willing  to  make  his  cause  my  own. 

[311 


LETTERS  THAT  MAKE  GOOD 

We  all  do  this,  to  some  extent — to  the  extent  that  we  under- 
stand how  to  approach  a  fellow  being  who  may  do  us  a  benefit 
or  an  injury,  as  he  may  feel,  or  find  it  for  his  profit.  What  we 
try  to  do  is  to  turn  this  man  into  a  way  and  manner  of  feeling 
that  will  incline  him  to  be  pliable  to  our  will  and  consenting  to 
our  request.  We  all  know  that  it  is  thus  that  the  great  battles  of 
business  are  won,  or  at  least  saved  from  being  the  defeats  they 
well  might  have  been.  The  impress  of  an  agreeable  personality 
is  the  greatest  asset  a  good  salesman  has,  after  his  goods.  It 
is  the  constant  study  of  the  good  salesman  to  perfect  himself 
in  the  art  of  reading  human  nature,  and  of  making  men  do  that 
which  is  for  his  profit. 

The  good  business  letter  must  also  be  built  upon  exactly 
these  same  lines.  It  must  be  an  agreeable  object  for  the  eye 
to  catch,  as  it  emerges  from  its  envelope  as  well  as  when  it  lies 
on  the  manager's  desk  for  his  rapid  attention.  It  must  do  some- 
what better  than  this,  and  be  an  agreeable  object  as  it  still 
reposes  in  its  envelope  before  the  sharp  point  of  the  clerk's 
opener  seeks  vantage  under  the  gummed  flap  thereof. 

The  physical  appearance  of  the  stationery  has  much  to 
do  with  the  reception  a  letter  gets,  and  that  matter  is  dealt  with 
in  another  chapter  of  this  book;  but  I  must  here  insist  that  the 
stationery  must  be  right  to  begin  with.  The  best  business  letter 
that  can  be  composed  and  typed  by  the  best  typewriter  ever 
trained  loses  much  of  its  initial  force  if  it  is  written  upon  a  letter 
sheet  that  is  slovenly  or  tastelessly  printed  and  designed,  or 
inclosed  in  an  envelope  that  is  not  of  itself  an  agreeable  object 
for  the  eye  to  rest  upon.  And  having  proper  and  properly 
printed  stationery,  we  go  at  the  letter. 

The  style  of  the  letter  depends  upon  the  writer.  There  is 
nothing  in  the  way  of  rules  that  can  be  laid  down  for  the  guid- 
ance of  the  writer  of  business  letters.  Mr.  Arnold  Bennett  has 
said  that  style  is  the  form  of  words  in  which  one  conceives  an 

[32] 


THE  ST\XE 

idea.  "The  idea,"  he  says,  "can  only  exist  in  words,  and  it  can 
only  exist  in  one  form  of  words."  The  man  who  wishes  to  have 
a  good  style  for  his  business  letters  must  therefore  have  the  right 
ideas  about  his  business,  and  about  the  person  to  whom  he 
intends  to  write  a  letter.  He  must  have  a  very  vivid  notion 
of  the  person.  If  he  does  not  personally  know  him,  he  must 
build  up  in  his  mind  the  best  possible  conception  of  him — ^vis- 
ualize him  as  well  as  possible  from  the  revelation  of  personality 
that  has  been  made  in  previous  correspondence  or  that  has  been 
imagined  by  the  writer.  If  there  has  been  no  previous  acquaint- 
ance, and  no  clue  at  all,  then  the  writer  must  assume  that  his 
correspondent  is  at  least  a  human  being,  and  therefore  sus- 
ceptible to  the  charms  of  urbanity,  frankness,  an  evident  desire 
to  satisfy,  and  brotherhood. 

I  often  feel  that  writers  of  business  letters  study  to  make 
them  cold,  perfunctory,  antagonistic,  meager  in  information — 
in  fact,  all  that  they  should  not  be.  And  especially  does  it  seem 
to  me  that  business  correspondents  neglect  the  great  advantage 
of  the  English  language.  This  English  language  has  within 
its  less  obvious  reaches  much  advantage  for  the  business  corre- 
spondent. Read  James  Howell.  He  knew  how  to  drag  from 
its  lair  the  one  most  proper  word  to  wing  with  his  idea,  and 
how  comfortably  do  those  ideas  float  and  skim  through  the  rari- 
fied  intellectual  atmosphere  of  his  letters,  and  alight  secure 
within  the  reader's  consciousness.  Accepting  Mr.  Bennett's 
dictum  that  there  is  but  one  form  of  words  for  one  idea,  it  is 
evident  that  we  should  know  about  all  the  words  there  are  from 
which  to  choose,  else  we  do  not  get  into  the  letter  just  the  idea 
we  wish.  The  letter  writer  who  wishes  to  be  or  become  a  good 
letter  writer  should  pay  much  attention  to  classical  Uterature — 
fill  himself  with  those  authors  who  are  noted  for  their  felicitous 
use  of  EngUsh;  for  in  a  letter  it  is  the  felicitous  phrase  that 
must  do  duty  for  personal  appearance,  for  the  ingratiating  man- 

[331 


LETTERS  THAT  MAKE  GOOD 

ner  and  the  winning  smile,  for  the  quick  acceptance  of  any 
challenge  of  predisposition,  for  the  clean  shave  and  the  becoming 
cravat. 

Urbanity,  it  seems  to  me,  and  explicit  statement,  go  hand 
in  hand  in  the  making  of  good  business  letters.  Combativeness 
should  find  no  place  in  correspondence.  Dignity,  yes,  a-plenty 
of  it  and  always.  But  there  is  always  some  distance  between 
the  hot  answer  and  its,  receipt — distance  of  time  and  space — 
and  there  is  not  the  same  atmosphere  at  the  receiving  point  as 
at  the  sending  point,  and  not  the  same  understanding  of  con- 
ditions, and  not  the  same  temperament,  and  not  the  same  degree 
of  charity — or  absence  of  charity.  So  the  letter  must  be  brought 
onto  the  common  ground  of  urbanity,  of  explicit  statement,  of 
patient  exposition,  of  charitable  tolerance,  of  practical  brother- 
hood. In  conversation  one  may  plimge  and  rear,  and  then 
shift  to  safer  ground;  accuse,  and  then  apologize;  give  body 
blows,  and  take  them;  free  the  mind,  and  listen  while  the  other 
man  frees  his.  Much  ground  can  be  gone  over  in  a  talk,  but  in 
a  letter  there  is  but  the  narrow  path  of  simple  statement  and 
clear  exposition.  Pitfalls  must  be  avoided.  Doubtful  points 
must  be  ignored.  A  generous  word  will  expunge  a  whole  verbal 
tirade,  but  a  small  sneer  in  a  letter  sears  and  burns  and  cankers 
for  as  long  as  paper  and  memory  last. 

Many  business  letters  give  no  slightest  clue  to  the  person- 
ality of  the  writer.  They  fall  upon  the  reader's  spirit  like  an 
arctic  breath.  They  seem  to  come  from  a  cold  void.  They  create 
shivers.  They  are  couched  in  the  most  formal  and  colorless 
language,  and  give  no  hint  of  humanity.  Tom  Reed  was  once 
caught  in  New  York  on  a  very  cold  day,  with  nothing  better 
than  a  light  overcoat  to  protect  him  from  the  biting  east  wind. 
A  friend  met  him,  and  sapiently  remarked:  "A  cold  day,  Mr. 
Reed."  "Yes,"  piped  the  great  Maine  wit  and  pohtician,  resent- 
ing even  in  his  own  misery  the  frigidity  of  the  President  he 

[34] 


THE  STYLE 

served  with,  "Benjamin  Harrison  must  be  somewhere  about." 
The  cold-natured  man  never  gained  the  love  or  fealty  of  the 
warm-blooded  wit.  So  the  cold  letter  never  wins  its  way  in 
business.  The  man  who  writes  himself  into  his  letters,  and 
takes  care  that  that  self  is  agreeable  and  persuasive,  is  the  man 
who  can  count  more  than  two  percent  returns  from  his  corre- 
spondence, and  his  circularization  if  he  writes  the  copy  himself. 

And  with  all  these  qualities  for  a  good  business  letter,  there 
remains  one  more  major  element — honesty.  There  are  such  a 
proportion  of  business  letters  that  are  framed  to  let  one  into  a 
pitfall ;  and  the  pitfall  is  usually  in  plain  view  of  the  honest  reader. 
It  is  so  refreshing  to  receive  a  business  letter  that  manifestly 
has  no  reserves,  no  equivocations,  no  subtle  hiatuses,  no  double 
enlendres,  no  phrases  that  may  mean  two  or  three  things,  no 
manifest  evasions,  but  which  goes  straight  to  the  point  as  the 
arrow  to  the  target.  There  are  such,  and  they  are  those  that 
influence  business  quicker  and  more  consequentially.  It  is  so 
much  the  better  policy  to  write  honest  letters.  Even  poor  goods 
are  the  easier  sold  if  the  truth  is  unflinchingly  told  about  them, 
and  the  price  made  to  fit  the  degree  of  poorness.  The  deceptive 
letter  returns  to  the  writer,  bringing  toll.  In  the  long  run 
the  percentage  of  profit  in  business  is  higher  for  the  honest 
man  than  for  the  "skin,"  and  in  the  long  run  the  man  who  writes 
honest  letters  gets  more  for  his  pains  than  the  man  who  tries 
to  cloak  his  evil  designs  with  plausibly  false  letters. 

But  we  come  back,  do  we  not?  after  any  survey  of  the  ele- 
ments of  good  business  letter  writing,  so  far  as  style  is  concerned, 
to  the  core  of  the  problem:  "The  idea  can  only  exist  in  words, 
and  it  can  only  exist  in  one  form  of  words."  And  we  come 
also  to  the  core  of  the  problem  when  we  conclude  that  as  is  the 
man  who  writes  the  letter  so  is  the.  letter.  Therefore  we  must 
urge  that  the  man  who  -writes  the  letter  look  carefully  within 
himself  for  the  power  he  wishes  to  get  into  his  business  letters, 

[35] 


LETTERS  THAT  MAKE  GOOD 

and  always  remember  that  he  is  writmg  to  men  with  blood  in 
their  veins,  and  sensibilities  as  acute  and  finely  attuned  as  his 
own.  Noblesse  oblige.  The  business  letter  should  be  a  part  of 
the  business  man,  and  fitted  to  become  a  part  of  the  business 
man  to  whom  it  is  addressed.  The  chief  thing  to  remember 
is  that  in  writing  one  is  communicating  with  a  man,  and  that 
the  message  will  be  effective  or  ineffective  pretty  much  in  the 
proportion  of  the  humanity  that  is  put  into  it. 


136] 


Vice-President,  Business  Bourse,  New  York; 
Contributing  Editor,  "Advertising  &  Sell- 
ing"; Member  Program  Committee,  Asso- 
ciated Advertising  Clubs  of  America. 


THE     OPENING 

By  J.  GEORGE  FREDERICK 

"Fools  rush  in  where  angels  fear  to  tread."  That  is  why  Mr.  Frederick 
believes  in  headwork  before  action.  Time  was  when  the  ability  to  "sling  smart 
sayings"  was  considered  a  winning  qualification  in  the  opening  of  a  letter. 
The  "Game  of  Talk"  was  quite  the  thing.  Read  what  a  man  who  knows  has 
to  say— a  man  whose  fingers  are  on  the  pulse  of  the  business  world,  and  who 
recognizes  what  efficiency  of  ideas  really  means  to  the  business  man.  He  shows 
just  how  unscientific  the  so-called  "scientific  approach"  usually  is.  Securing 
attention  in  a  letter  is  not  something  to  be  accomplished  through  subtlety,  foxiness, 
or  "hypnotics."  In  Mr.  Frederick's  article  the  once  prevailing  ideas  of  what 
was  a  good  opening  paragraph  are  held  up  to  ridicule  in  a  manner  that  makes 
his  facts  stand  out  by  contrast  with  great  force.  Mr.  Frederick  makes  it  easy 
to  see  what  an  effective  opening  really  is — and  why. — Note  by  The  Editors. 

THE  opening  sentence  of  a  form  letter  is  the  letter. 
If  these  words  do  not  say  anything,  there  is  no  con- 
ception of  philanthropy  that  could  reasonably  urge  any 
man  to  read  more.    In  the  course  of  eight  or  ten  years  I  have 
seen  a  very  curious  and  significant  evolution  of  the  form  letter, 
and  it  all  swung,  as  on  a  pivot,  upon  the  opening  of  the  letter. 

Who  doesn't  remember  the  hurrah  days  of  form  letters, 
when  as  preparation  for  writing  an  important  form  letter  we 
horsewhipped  our  Pegasus,  fed  ourselves  ginger  until  we  reeked 
and  got  dizzy  with  verbal  intoxication  as  we  penned  an  opening 
paragraph  calculated  to  put  the  equivalent  of  fifteen  volts  into 
the  reader? 

We  singed  his  eyebrows  with  a  "starter"  like  this: 

"You're  losing  a  big  wad  of  money  every  day!    Stop  it!" 

Or  rapped  his  knuckles  after  this  fashion: 

"Forget  everything  you  ever  knew  about  engines,  and  let 
us  show  you  something." 

Then  we  went  on  careering  like  a  Kentucky  Colonel,  well 

[39] 


LETTERS  THAT  MAKE  GOOD 

heeled  with  corn  juice,  at  a  Democratic  banquet.  We  glowed 
with  satisfaction  as  we  wound  up  with  a  hurry-up  slap  on  the 
cheek,  and  considered  that  the  victory  of  Gettysburg  was  a 
cock-fight  compared  to  the  magnificent  and  masterly  manner 
in  which  we  had  swept  into  tamed  captivity  by  scores  and  hun- 
dreds our  natural  prey  and  enemy,  the  reader. 

But  the  gaff  has  dulled  wofuUy  in  recent  years.  It  not 
only  fails  to  get  into  a  man's  vest,  but  incites  derisive  mirth, 
or  silent,  deadly  scorn.  It  has  no  more  edge  than  a  wooden 
spoon — as  a  weapon  it  belongs  in  the  armory  of  ancient  days. 

For  we  have  become  a  businesslike  generation  in  adver- 
tising. The  housewife,  the  farmer,  and  certainly  the  dealer, 
are  businesslike  to  the  Nth  degree.  To  carry  snap  to  them  in 
form  letters  is  a  perfect  parallel  to  carrying  coals  to  Newcastle. 
They  can  each  outsnap  the  snappiest  snapper  who  ever  snapped. 

The  American  housewife  no  longer  runs  joyously  to  the 
gate  to  meet  the  postman,  and  breathlessly  peruses  five-paged, 
single-spaced  form  letters.  Nor  do  farmers.  And  dealers! — 
they  have  grown  gray  in  the  art  of  dodging  bunk. 

All  of  them  are  looking  for  ideas.  They  are  all  far  more 
keen  for  points  affecting  their  interests  than  they  ever  were. 
They  read  more  and  think  more.  And  that  is  why  the  opening 
of  the  form  letter  to  them  is  important.  They  demand  an  idea, 
or  they  quickly  pass  you  on  to  their  true  friend,  the  waste  bas- 
ket. The  modem  retail  idea  is  quick  sales  and  many  of  them; 
and  speed  is  a  necessary  factor.  In  the  old  days  salesmen  used 
to  loll  around  a  dealer's  store  for  hours,  chinning;  but  to-day 
both  are  too  busy. 

The  form  letter  has  got  to  keep  pace;  and  the  opening  sen- 
tence of  the  letter  is  the  cue  to  the  whole  performance.  The 
rest  of  the  letter  should  simply  be  concentrated,  specialized 
backing  up  of  the  idea  in  the  opening  sentence. 

Suppose  you  are  trying  to  sell  an  adjustable  ofl&ce  chair 

[40] 


1 


THE  OPENING 

to  a  business  man.  The  general  "pull"  in  your  proposition 
is  more  comfort  at  his  daily  work.  But  so  many  hundreds  of 
advertising  men  can't  see  two  vital  things:  (1)  that  the  argu- 
ment "comfort  at  your  daily  work"  is  not  an  idea,  but  a  gener- 
ality with  no  "hook"  to  it.  (2)  that  the  reader  looks  for  not  only 
a  definite  idea  with  a  hook,  but  an  idea  applicable  to  his  side 
of  the  fence. 

Six  out  of  ten  of  even  good  advertising  men  will  start  their 
form  letter  somewhat  in  this  fashion: 

"Hundreds  of  office  men  are  buying  this  supremely  com- 
fortable office  chair." 

The  number  of  people  buying  this  chair  is  primarily  an 
idea  from  the  manufacturer's,  not  the  reader's  side  of  the  fence, 
and  the  talk  about  comfort  is  far  below  the  status  of  a  real  idea. 
Suppose  the  opening  were  to  read: 

"You  can  increase  your  daily  business  efficiency  by  at  least 
twenty-five  per  cent  hy  using  an  office  chair  that  rests  the  small  of 
your  back." 

This,  and  more  of  it,  is  mathematically,  psychologically, 
and  common-sensely  bound  to  land  on  the  bull's  eye,  because 
it  is  the  bull's  eye  of  the  whole  matter.  There  is  an  unescapable 
hook  in  that  sentence,  because  it  carries  an  idea — an  idea  from 
the  reader's  side  of  the  fence. 

And  see  what  you've  done  by  starting  your  letter  in  that 
way:  You  have,  at  the  first  stroke,  put  your  reader  on  the 
alert  for  more;  because  there  isn't  a  business  man  in  America 
who  will  not  be  interested  to  some  degree  by  that  opening.  Not 
because  there  is  any  magic  advertising  genius  in  the  writing  of 
the  line,  but  because  the  ideas  in  it  chain  the  reader  to  your 
wheels  by  sheer  necessity.  And  there  is  the  innermost  psychol- 
ogy of  the  form  letter — the  work  lies  not  in  words  or  writing, 
but  in  marshaling  ideas  in  their  best  order  and  combination 
before  ever  putting  pen  to  paper. 

[41] 


LETTERS  THAT  MAKE  GOOD 

The  opening  sentence  is  doubly  important  in  a  letter  be- 
cause it  is  the  only  "headline"  it  has.  Printed  advertisements 
have  display  headlines;  form  letters  have  no  display  except  that 
which  is  in  that  first  sentence. 

Motto:  Unless  you  have  an  idea  for  a_strong  opening  sen- 
tence, don't  write  a  form  letter. 


:42] 


Sales  and  Advertising  Manager,  Robt.  H. 
Ingersoll  &  Bro.,  New  York:  President, 
Advertising  Men's  League,  New  York, 
Chairman,  Educational  Committee,  Associ- 
ation of  National  Advertising  Managers; 
Member,  Educational  Committee,  Asso- 
ciated Advertising  Clubs  of  America. 


i 


THE     BODY 

By  WM.  H.  INGERSOLL 

When  we  see  a  man  whose  frame  is  well  "clothed"  with  good  firm  flesh  we 
say  he  is  a  man  of  "body" — "substance."  This  is  the  thing  most  needed  be- 
tween the  introduction  and  the  conclusion  of  a  letter— and  it  is  just  this  body 
which  Mr.  Ingersoll's  article  has — the  very  thing  which  he  tells  us  in  so  master- 
ful a  manner  how  to  build  into  the  structure  of  a  business  letter.  Mr.  Ingersoll 
is  serious  in  urging  far-and-wide  search  for  truths — truths  that  have  "body"  to 
them.  The  Editors  know  of  no  man  belter  qualified  by  temperament,  training, 
and  practical  habits  to  deal  with  this  hard-work  subject.  This  monograph  is 
"meaty."  You  will  not  exhaust  its  suggestions  in  one  reading — or  in  several. 
You  can  return  to  it  again  and  again  with  advantage. — Note  by  The  Editors. 

TO  convince  and  persuade  is  the  function  of  the  body  of  a 
letter.     It  must  do  the  hard  work. 

The  opening  is  largely  a  matter  of  strategy  for  the 
purpose  of  getting  favorable  attention; — strategy  demanding  a 
knowledge  of  human  nature  to  be  sure,  but  strategj^  neverthe- 
less. The  closing,  likewise,  is  characterized  by  right  tactics  in 
clinching  what  has  gone  before.  But  the  heav>-  duty  of  the 
communication  falls  upon  its  body. 

It  is  here  chiefly  that  we  give  effect  to  the  plan  which  has 
been  decided  upon,  the  analysis  made,  the  data  gathered,  the 
message  to  be  conveyed,  the  aim,  and  the  other  features  of 
preparation  treated  in  the  preceding  chapters.  All  of  the 
principles  heretofore  discussed  are  most  heavily  drawn  upon  in 
writing  the  body  of  the  letter. 

Here  we  must  perform  the  arts  of  holding  our  correspond- 
ent's interest  and  gaining  his  confidence  while  placing  our  facts 
and  message  before  him,  convincing  and  persuading  him  to  do 
whatever  it  may  be  the  purpose  of  our  letter  to  accomplish. 

For  letter  writing,  especially  business  letter  writing,  has 
a  more  concrete  aim  than  general  writing.     It  seeks  to  get  the 

[45] 


LETTERS  THAT  MAKE  GOOD 

reader  to  do  something,  to  act,  rather  than  merely  to  inform, 
instruct,  or  entertain  him. 

The  action  sought  may  be  the  ordering  of  goods,  the  settle- 
ment of  an  account,  the  performance  of  a  service  or  favor,  the 
release  of  a  condition,  or  anything  that  one  business  man  may 
want  of  another. 

In  any  case,  the  task  is  the  same.  The  letter  must  get  the 
correspondent  to  passively  agree  and  then  to  desire,  decide,  and 
act.  The  body  of  the  letter  gets  this  passive  agreement;  it 
smooths  out  the  obstacles;  gives  the  reasons,  proves  its  points, 
and  induces  that  state  of  mind  where  just  the  right  word  in  the 
closing  clinches  the  whole  issue  and  secures  favorable  decision 
and  action. 

The  steps  to  this  agreement  are  conviction  and  persuasion. 
They  are  what  make  men  do  things.  They  get  the  response. 
There  are  some  definite  methods  of  value  in  inducing  these  mental 
states  which  it  will  pay  us  to  note  in  this  chapter. 

But  now  let  us  suppose  we  are  writing  a  letter.  Our  open- 
ing has  been  made  in  a  way  that  cannot  fail  to  command  atten- 
tion. Then  what  are  the  processes  to  be  followed  to  make  the 
body  effective?  We  have  stated  and  restated  what  the  body 
must  do;  how  it  shall  do  it  is  the  question  next  in  order. 

With  reference  to  the  foregoing  chapters  we  need  not  more 
than  mention  here  as  a  matter  of  course  that  we  will  refer  to  the 
plan  and  basic  analysis  which  has  already  been  outlined,  and 
will  make  use  of  every  item  in  all  our  work  of  preparation  which 
can  be  turned  to  advantage  in  writing  the  body. 

Especially  will  we  keep  in  mind  the  purpose  of  our  letter 
and  the  keynote  determined  upon  when  we  made  our  plan.  The 
style  to  be  followed  will  similarly  be  held  before  us. 

At  the  outset  we  recognize  some  essentials  which  charac- 
terize all  good  writing.  Unity  is  one  great  principle  underlying 
perfection  in  every  individual  thing.     Unity  means  one-ness, 

[46] 


THE  BODY 

completeness,  and  as  applied  to  letter  writing  particularly  it 
means  coherence,  agreement  of  parts,  absence  of  purposeless 
repetition,  "hang- togetherness."  It  suggests  the  importance 
of  fixing  upon  the  central  thought  which  is  to  dominate. the  com- 
munication. This  central  thought  is  the  kernel  around  which 
the  whole  letter  is  written.  It  is  the  essence  which  is  to  flavor 
the  compound.  This  thought  can  be  expressed  in  a  single  sen- 
tence, when  once  it  is  understood,  yet  to  be  fully  comprehended 
in  its  various  relationships  afifecting  the  purpose  of  our  letter, 
it  needs  amplification  and  elaboration.  And  the  entire  letter 
is  merely  this  necessary  amplification.  When  finished  it  leaves 
but  the  one  vibrant  thought,  without  confusion  or  mixture  of 
ideas. 

Thus  does  unity  conserve  that  singleness  of  impression, 
that  vividness,  that  unwavering  decisiveness  which  eliminates 
alternatives  and  in  the  very  nature  of  things  leads  to  the  one 
course  of  action  which  it  is  our  object  to  secure.  We  will  strive, 
therefore,  to  have  the  body  of  our  letter  a  unit  and  unified  with 
the  opening. 

Balance  is  another  principle  to  be  observed.  All  things 
need  balance  to  be  comprehensible,  convincing,  and  pleasing. 
Balance  means  keeping  the  parts  in  their  relative  place  and 
importance.  In  letters  it  also  means  that  substantial  evenness 
of  impression  permitting  continuity  of  thought.  An  unbalanced 
man  cannot  command  confidence  because  certain  of  his  facul- 
ties are  overdeveloped  at  the  expense  of  others.  So  it  is  with 
letters.  We  have  been  careful  in  planning  our  letter  to  analyze 
our  points  and  arrange  them  in  logical  sequence.  In  writing 
the  body  we  must  continue  this  care,  in  order  that  none  of  the 
points  shall  be  so  overfeatured  as  to  interrupt  continuous  thought 
or  overshadow  or  obscure  our  main  theme,  thereby  causing  our 
case  to  rest  and  be  judged,  not  upon  its  principal  appeal  but 
upon  a  secondary  one. 

[47] 


LETTERS  THAT  MAKE  GOOD 

The  principle  of  emphasis  is  another  to  be  employed.  Em- 
phasis lays  stress  on  particular  points  to  be  noted  and  re- 
membered. It  is  opposed  to  balance  in  principle  yet  must 
be  subservient  to  balance.  It  is  the  moderate  disturbance  of 
balance  for  the  purpose  of  avoiding  monotony  and  giving  fresh 
stimulus  to  the  reader  as  well  as  to  make  certain  supporting 
ideas  stand  out  in  furtherance  of  the  central  thought.  Carried 
to  extreme,  however,  emphasis  breaks  rather  than  stimulates 
the  chain  of  thought,  gives  prominence  to  more  ideas  than  the 
mind  can  clearly  comprehend,  dividing  and  weakening  the  final 
impression,  and  gives  the  subordinate  precedence  over  the  prin- 
cipal appeal. 

Absolute  balance  would  lull  the  mind  to  inactivity.  Em- 
phasis jars  it  back  to  take  fresh  hold  at  important  junctures. 
There  are  a  number  of  methods  of  emphasizing:  The  position 
in  the  letter,  the  paragraph  or  the  sentence  partially  determines 
the  emphasis  given  to  a  point.  The  beginning  and  end  are  the 
most  prominent  positions.  A  departure  from  the  ordinary 
grammatical  construction  or  arrangement  of  words,  the  choice 
of  unusual  words,  increased  or  diminished  vigor  of  expression, 
the  use  of  capitals,  italics,  underscoring;  in  short,  any  form  of 
contrast  insures  emphasis. 

But  to  be  effective  emphasis  must  always  be  kept  within 
the  Umitations  imposed  by  the  more  important  principles,  unity 
and  balance,  so  we  will  follow  our  analysis  and  see  that  our  main 
thought  is  never  out-shone  by  any  of  its  dependent  thoughts. 

Unity,  balance,  emphasis,  harmony,  motion,  and  color  are 
universal  principles  common  to  all  modes  of  expression.  The 
writer  as  freely  as  the  artist  or  musical  composer  has  recourse  to 
each  in  interpreting  his  thought.  High  color  is  not  less  known 
in  writing  than  in  painting.  Harmony  in  written  expression 
is  as  potent  as  in  art  or  music.  The  motion  of  the  march  has 
its  counterpart  in  the  picture  full  of  action  or  the  energetic  letter. 

[48] 


THE  BODY 

Space  permits  fto  fuller  reference  to  these  powerful  and  flexible 
forces  with  which  nature  has  provided  us  to  reach  the  under- 
standing of  those  whom  we  wish  to  influence.  But  their  im- 
portance is  apparent  because  they  are  all  of  the  qualities  needed 
to  arouse  any  shade  of  thought  or  feeling  of  which  human  beings 
are  capable.  And  since  the  body  is  all  of  the  letter  save  the 
opening  and  closing,  since  it  is  the  lengthiest  portion  and  most 
varied  in  appeal,  it  is  the  place  where  these  principles  are  chiefly 
called  into  play. 

But  the  foregoing  are  merely  characteristics  of  good  pro- 
ductions— not  the  productions  themselves.  They  are  the 
essential  qualities  which  make  the  productions  expressive,  under- 
standable and  convincing. 

The  thought  which  these  qualities  should  characterize  is 
the  real  substance  of  the  letter,  however.  To  accomplish  its 
purpose  of  convincing  and  persuading,  the  body  of  our  letter 
must  be  fashioned  over  the  mold  of  the  mind  of  man. 

We  know  what  it  is  that  interests  people.  We  know  what 
moves  them  to  do  things.  We  will,  therefore,  adapt  ourselves 
to  the  structure  of  human  nature  in  forming  our  communication. 

We  will  commence  the  body  of  the  letter  from  our  corre- 
spondent's point  of  view.  He  will  be  interested  in  doing  what 
we  desire  only  in  the  degree  that  he  is  impressed  that  it  concerns 
him  and  coincides  with  his  interests.  Gradually  we  will  lead 
him  around  until  at  the  end  he  is  ready  to  accept  our  viewpoint 
and  do  the  thing  that  we  recommend  for  his  own  advantage — 
immediate  or  remote. 

Throughout  we  must  maintain  his  confidence.  A  motive, 
wholesome  and  sound,  must  be  breathed  into  all  we  write.  Only 
reasonable,  believeable,  statements  or  claims  will  be  made. 
Thus  we  will  inspire  trust  both  in  our  intent  and  judgment. 

There  are  two  sides  of  human  nature  with  which  the  body  of 
our  letter  deals:  One  is  reason,  the  other  the  feelings  or  emotions. 

[49] 


LETTERS  THAT  MAKE  GOOD 

To  get  people  to  do  things,  we  first  convince  them  or  get 
the  assent  of  their  reason;  then  we  persuade  or  prompt  their 
feelings  to  induce  action. 

Conviction  is  mostly  a  matter  of  reason,  and  it  is  evidence 
that  satisfies  the  reason  and  convinces  most  quickly  and  surely. 
Consequently,  in  the  early  part  of  the  body,  having  interested 
the  reader  from  his  own  viewpoint,  we  wUl  describe  what  we 
have  to  propose  and  then,  by  referring  to  our  prepared  data,  we 
will  marshal  our  facts  in  telling  form. 

The  most  convincing  evidence  is  that  which  includes  enough 
supporting  detail  to  make  it  real  and  vivid.  In  all  great  legal 
cases  it  is  the  numerous  confirming  details  woven  together  into 
circumstantial  proof  which  provide  the  foundation  on  which 
verdicts  are  secured.  Figures,  tests,  and  the  testimony  of  others, 
furnish  very  convincing  evidence.  And  so,  having  arrayed  our 
evidence  to  permit  of  only  one  conclusion,  we  have  the  assent 
of  our  correspondent's  reason,  and  it  is  left  for  the  body  of  the 
letter  only  to  stimulate  the  desire  which  must  precede  action. 

But  what  an  important  point  we  have  reached! 

We  all  like  to  think  of  ourselves  as  reasonable  beings.  We 
pride  ourselves  that  the  intellect  holds  sway.  But  the  fact  is 
that  we  are  prone  to  do  what  we  want  to  do  rather  than  what 
is  reasonable  or  prudent.  To  be  sure,  the  intellect  must  be 
satisfied  or  allayed  or  it  steps  in  to  object  to  action,  but  never- 
theless it  is  even  more  true  that  we  are  only  too  anxious  to  find 
reasons  for  doing  what  we  want  to  do.  And  when  reason  has 
been  subdued,  if  desire  is  strong,  action  is  sure  to  result  if  con- 
ditions permit. 

Desire  is  a  matter  of  feeling.  It  belongs  to  the  emotions. 
It  responds  to  persuasion. 

Nearly  aU  that  we  do  is  decided  in  anticipation  of  sensations 
we  seek.  The  need  of  warmth  and  covering  dictates  the  pur- 
chase of  clothing,  but  the  suit  we  select  is  the  one  that  we  believe 

[50] 


THE  BODY 

will  most  fully  satisfy  the  pleasurable  sensations  that  a  well- 
fitting,  stylish,  becoming  suit  may  give  us.  The  feelings  of 
satisfaction  which  a  good  appearance  before  others  gratifies  is 
more  controlling  in  the  choice  of  our  clothing  than  its  warmth 
or  durability,  yet  the  efficient  salesman  will  not  overlook  these 
latter  appeals  to  our  reason  in  paving  the  way  to  his  final  appeal 
to  our  feelings  of  pride,  beauty,  and  self-respect. 

Therefore,  in  concluding  the  body  of  the  letter  we  will  strive 
to  touch  the  imagination  and  stir  the  emotions  of  our  corre- 
spondent. Since  nature  has  ordained  that  men  are  moved  more 
by  feeling  than  reason,  we  will  picture  the  satisfying  sensations 
which  the  acceptance  of  our  proposals,  the  possessioii  of  our 
goods,  or  the  doing  of  our  service,  will  give. 

What  are  these  feelings  and  instincts  over  which  our  thoughts 
may  play  as  the  fingers  over  the  strings  of  a  harp? 

Curiosity,  gratitude,  pride,  pleasure,  benevolence,  sym- 
pathy, the  sense  of  the  beautiful,  comfort,  convenience,  the 
social  instinct,  the  parental  instinct,  fortitude,  enthusiasm, 
recreation,  acquisition,  faith,  courage.  These  are  some  of  the 
appeals  which  set  the  human  instrument  in  vibration.  Every 
business  proposition  can  be  attuned  to  certain  of  the  human 
instincts. 

Life  insurance  touches  a  man's  affection  and  solicitude  for 
his  family.  Jewelry  appeals  to  one's  sense  of  beauty,  love  of 
adornment,  joy  in  following  popular  customs,  and  delight  in 
displaying  one's  prosperity  and  artistic  taste. 

Jewelry  would  be  but  unsought  metal  and  stone  save  for 
the  allurement  thrown  round  it  by  these  divinely  implanted 
human  instincts,  the  very  same  which  in  other  directions  make 
for  sturdier  virtues  like  self-respect,  courtesy,  confidence,  and 
desire  for  good  reputation.  Machinery  itself  makes  its  strongest 
appeal  to  the  mechanic's  innate  love  of  workmanlike  construc- 
tion, accurate  operation,  and  efficient  production. 

151] 


LETTERS  THAT  MAKE  GOOD 

Consequently  while  we  employ  the  weight  of  logic  in  gain- 
ing the  support  of  his  reason  we  end  the  body  of  our  letter  with 
an  appeal  to  our  correspondent's  human  side,  certain  that  it 
leaves  him  in  that  emotional  state  of  mind  which  the  climax 
in  our  closing  will  crystalize  into  an  emphatic  "I  will." 


:52] 


Ad vertisingl  Manager,  The  American  Multi- 
graph  Sales  Company,  Cleveland;  President, 
The  Association  of  National  Advertising 
Managers. 


THE     CLOSING 

By  TIM  THRIFT 

Whatever  is  worth  doing  at  all  is  worth  doing  way  through  to  the  finish. 
Mr.  Thrift  tells  in  a  plain-to-be-seen  way  how  to  bring  a  business  letter  to  a 
close  in  a  way  that  will  get  the  reader  to  act — act  in  the  way  that  you  want  him 
to  act.  Unless  you  accomplish  this  all  that  has  gone  before  avails  nothing. 
Mr.  Thrift  has  made  some  striking  comparisons  to  show  how  to  force  action. 
He  has  suggested  some  ways  of  getting  new  angles  on  your  own  proposition — 
new  arguments  and  ways  of  "closing  the  deal"  that  perhaps  you  have  not  thought 
of — some  methods  that  seem  worth  trying  out.  His  article  is  a  "closer"  from 
start  to  finish. — Note  by  The  Editors. 

ALL  parts  of  a  form  letter  are  important,  but  perhaps  none 
more  so  than  the  close,  for  what  does  it  profit  a  man 
if  he  has  successfully  introduced  himself  and  stated 
his  proposition  well,  if  he  cannot  close  in  a  manner  that  will 
leave  a  good  taste  in  the  mouth  or  get  the  action  desired! 

You  are  all  acquainted  with  those  salesmen — and  their 
name  is  legion! — ^who  can  carry  a  deal  through  to  an  almost 
successful  conclusion.  They  understand  "approach,"  how  to 
get  to  the  prospect  and  start  off  with  a  good  impression.  They 
can  present  their  goods  most  persuasively.  They  have  confi- 
dence in  what  they  have  to  sell  and  can  instill  that  confidence 
into  others.  But  when  it  comes  to  the  fatal  moment,  when  the 
name  is  to  go  on  the  order,  they  fall  down.  They  simply  aren't 
there. 

It  is  the  same  with  many  form  letters.  They  carry  you 
through  all  the  stages  of  attention,  interest,  desire,  and  resolu- 
tion to  act,  but  they  fail  to  impress  you  at  their  close  of  the 
necessity  for  definite  action.  They  do  not  tell  you  what  to  do 
and  then  concentrate  on  getting  you  to  do  it. 

So,  while  it  is  of  the  utmost  importance  that  all  which  goes 
before  shall  be  right,  it  is  even  more  essential  that  your  con- 

[55] 


LETTERS  THAT  MAKE  GOOD 

elusion  shall  be  right  as  well,  or  the  letter  might  better  never 
have  been  written  and  sent  out. 

Bear  in  mind  that  when  you  have  arrived  at  the  close  of 
your  letter  you  should  be  ready  to  quit.  In  other  words,  let 
the  close  be  sharp,  concise  and  to  the  point.  If  you  want  the 
reader  to  do  something,  tell  him  very  clearly  what  he  is  to  do 
and  then  persuade  him  to  do  it,  not  by  stringing  out  the  letter 
with  arguments  why  he  should  do  it,  but  by  impressing  upon 
him  sharply  the  direct  command  for  action. 

Too  many  letters,  when  they  have  reached  the  closing 
point,  begin  all  over  again  and  re-hash  all  that  has  gone  before. 
There  are  times  when  this  may  be  done  to  advantage,  but  these 
are  so  rare  as  to  be  the  exception  and  not  the  rule. 

The  following  illustrates  a  rehash  of  the  body  of  the  letter, 
and  is,  in  reality,  an  extension  of  the  body  into  the  close.  This 
cannot  be  said  to  be  a  close,  in  the  general  acceptance  of  the 
term: 

"This  is  just  the  time  that  a  selling  effort  in  this 
field  will  pay.  1911  will  be  a  record  year  in  the  Blank 
Industry,  and  all  of  the  25,000  manufacturers  of  Blank 
Products  are  making  their  plans  accordingly.  There 
is  great  activity  now  in  the  enlarging  and  bettermg  of 
plants,  and  a  good  market  for  you.  A  large  number  of 
Blank  manufacturing  plants  will  be  constructed  during 
the  next  six  months.  This  big  number  is  issued  Jan- 
uary 1st,  and  copy  should  reach  us  before  Christmas." 

Note  that  these  are  all  general  statements.  Even  if  the 
reader  is  interested  in  the  information  conveyed,  what  action 
he  is  to  take  is  left  to  his  own  inference.  Leave  nothing  to  him, 
where  it  is  possible  to  suggest  some  definite  thing  he  is  to  do. 

The  letter  from  which  this  close  was  taken  was  sent  out 
early  in  December.  The  time  was  short  for  copy  to  get  in  for 
the  issue  it  was  intended  to  promote.  How  iftuch  better,  then, 
this  close  would  have  been: 

[56] 


THE  CLOSING 

"You  have  just  two  weeks  to  take  advantage  of 
this  opportunity  to  get   your  products  before  a  Hve 
market.     And  the  limit  of  that  time  doesn't  guarantee 
'position'  in  our  special   number.     Mail  your   order 
to-day — no  matter  what  space.     Copy  can  follow,  but 
space  will  be  reserved  then.     This  is  too  important  to 
neglect.    Act  at  once.    Use  the  enclosed  order  form." 
Here  the  time  element  is  impressed  upon  the  reader's  mind. 
He  is  made  to  appreciate  that  this  is  something  which  cannot 
wait.     He  must  take  action  immediately,  if  he  is  to  get  in  on 
a  good  thing. 

If  possible  the  close  of  a  form  letter  should  be  presented 
in  one  paragraph.  Sometimes  two  are  efifective,  and  even  three, 
the  second  and  third  consisting  of  short,  pithy  sentences.  But 
it  is  best  to  adhere  to  a  single  paragraph  close  where  this  can 
be  made  to  carry  the  message. 

The  principle  is  the  same  as  that  of  an  interview.  When 
your  proposition  has  been  presented  very  thoroughly,  there  is 
danger  of  talking  the  prospect  out  of  a  buying  frame  of  mind 
if  you  linger  with  him  too  long.  What  is  said  after  the  sales- 
man has  risen  to  his  feet  and  taken  his  hat  very  often  ruins  all 
that  has  gone  before. 

A  long  drawn-out  sermon  or  lecture  is  a  like  example.  You 
may  have  been  interested  up  to  a  certain  point,  but  past  that 
point  the  discourse  grows  wearisome,  because  your  own  mind 
has  reached  with  the  speaker  the  climax  he  sought  and  you 
protest  against  going  to  others.  You  mentally  exclaim,  "What 
a  fine  place  to  stop." 

By  the  time  you  have  reached  the  close  of  your  letter  you 
should  be  in  a  position  to  explain  the  final  details  quickly  and 
there  should  be  no  necessity  for  drawing  them  out.  If  there  is, 
you  have  failed  to  convey  in  the  body  those  important  facts 
which  are  essential  to  correct  understanding. 

Above  all,  avoid  being  flippant.    Do  not  create  the  impres- 

•[571 


LETTERS  THAT  MAKE  GOOD 

sion  that  you  are  now  through  with  the  "bread-and-butter" 
stuflf  and  are  reheved  that  you  can  say  "so-long."  The  pros- 
pect will  sense  the  same  relief  and  with  a  hurried  glance  at  your 
conclusion  toss  the  letter  aside. 

Instead,  impress  the  importance  of  the  closing  admonition. 
Here  is  where  whatever  benefit  he  has  in  store  will  accrue  to  him. 
These  are  words  which  should  be  heeded.  These  are  instructions 
he  should  follow.     Only  by  doing  so  will  he  be  just  to  himself. 

Express  the  selfish  viewpoint,  too,  but  see  that  the  selfish- 
ness is  not  wrongly  placed.  Appreciate  first  that  the  reader 
is  always  interested  in  himself  and  in  his  affairs,  his  profit  and 
what  will  profit  him,  but  rarely,  if  ever,  in  your  concerns.  There- 
fore appeal  to  his  selfishness.  Give  him  to  understand  that 
the  action  he  takes  in  response  to  your  suggestion  or  command 
will  be  advantageous  to  him.     It  is  something  for  his  good. 

Too  often  we  see  the  shoe  on  the  other  foot.  In  other 
words,  the  writer  of  the  letter  impresses  the  reader  with  the 
thought  that  he  (the  writer)  will  materially  gain  through  the 
action  taken,  and  fails  to  point  out  to  him  (the  reader)  where 
he  gets  off. 

An  instance  of  this  is  shown  in  the  following  close: 

"If  not  in  the  market  at  the  present  time,  inform 
us  how  soon  you  will  be;  and  remember,  we  want  your 
business." 

Very  kind  in  them  to  want  the  business,  to  be  sure,  but 
what  have  they  done  to  deserve  it?  Here  the  selfishness  is 
wrongly  placed.  The  writer  has  a  profit  in  prospect,  but  the 
reader  is  not  only  called  upon  to  put  himself  out  for  the  benefit 
of  the  other  fellow,  but  he  is  asked  to  take  action  in  a  way  which 
promises  nothing  in  return.  It  is  quite  natural  that  the  concern 
which  sent  out  this  letter  should  want  the  business,  but  let  them 
first  indicate  real  reasons  why  they  should  have  it  and  wherein 
the  reader  will  profit  by  giving  it  to  them. 

[58]- 


THE  CLOSING 

There  is  no  better  way  to  analyze  the  close  of  form  letters 
than  to  study  those  which  come  across  your  desk.  You  will 
find  the  majority  of  them  redundant  with  stock  phrases  and 
meaningless  terms.  The  author  of  "Do  it  Now"  should  have 
been  pensioned  long  ago  and  his  classic  thrown  into  the  discard. 
When  all  other  closing  admonitions  are  exhausted  we  find  this 
one  brought  forth,  burnished  up  and  presented  with  all  the 
ardor  of  discovery. 

If  you  find  it  a  difficult  task  to  get  a  good  close,  call  in 
one  of  your  best  salesmen  and  put  the  proposition  up  to  him. 
Ask  him  how  he  brings  his  interviews  to  a  close.  The  chances 
are  that  he  will  give  you  some  short,  succinct  phrases  that  will 
be  just  what  you  are  looking  for. 

But  do  not  tell  him  you  want  these  for  a  letter.  My,  no! 
The  great  trouble  with  most  salesmen  when  they  go  on  paper  is 
that  they  get  "write-f right."  You  will  find  this  true  through 
thousands  of  form  letters.  Their  writers  may  be  men  who 
could  sell  coal  in  Newcastle,  but  because  they  must  put  their 
arguments  on  paper  they  grow  fearful  and  concoct  the  most 
amazing  balderdash.  Therefore  do  not  let  your  source  of  in- 
spiration suspect  your  purpose.  Get  his  good  fresh  viewpoint 
and  then  let  yourself  be  the  buffer  between  him  and  the  type- 
written page. 

Finally,  ever  bear  in  mind  that  the  close  of  any  form  letter 
put  out  to  solicit  business,  should,  first,  last  and  all  the  time 
have  action  in  it.  It  is  the  "clincher,"  the  one  thing  remaining 
to  make  the  letter  a  success.  Unless  it  is  well  done,  unless  it 
is  handled  in  the  right  way,  the  whole  effect  of  the  letter  will 
be  lost.  Look  over  your  letters.  See  if  they  have  the  proper 
persuasive  power  at  their  conclusion  to  get  the  action  you  want. 
If  they  haven't,  this  is  probably  the  reason  why  returns  haven't 
been  greater.     Analyze  and  reconstruct! 


[59] 


i 


THE    MECHANICS    OF    THE    LETTER 

By  GEORGE  FRENCH 

The  first  glance  at  a  caller  usually  gives  you  an  "inkling"  of  whether  or  not 
you  care  to  cultivate  his  acquaintance.  Of  course  you  "size  him  up"  by  his 
dress.  Correctly  clothed,  he  stands  a  good  chance  to  get  a  hearing.  If  he  suc- 
ceeds in  "breaking  through"  the  first  impression  weighs  big  in  his  favor  in  the 
final  summing-up.  The  "dress"  of  a  business  letter  gives  you  an  "inkling" 
of  what  kind  of  firm  it  comes  from,  and  whether  or  not  you  wajit  to  do  business 
with  it.  There  are  many  little  details,  and  all  important,  that  must  be 
combined  to  make  up  a  well-dressed  letter.  Mr.  French  is  a  master  of  these 
details.  He  has  the  artistes  eye.  He  tells  how  and  why  correctness  of  mechan- 
ical details — stationery — printing — typing — spacing — color  effects—etc. — do 
make  a  difference  in  the  results  of  a  business  letter. — Note  by  The  Editors. 

IT  is  not  all  to  be  able  to  indite  a  smooth  and  insinuating  letter 
that  shall  put  the  case  in  hand  in  the  most  favorable  light, 
and  do  all  that  written  words  can  do  to  extract  from  the 
recipient  the  action  or  the  decision  the  writer  wishes  to  get. 
That  part  of  the  letter  is  very  important,  but  it  remains  for  the 
mechanics  of  the  letter  to  give  the  vital  text  just  the  right  me- 
dium in  which  it  is  to  go  to  the  reader,  and  just  the  best  dress 
to  captivate  his  eye  when  he  slits  the  envelope  and  begins  the 
battle  with  his  distant  correspondent. 

There  are  some  business  men  who  open  their  own  letters, 
who  take  the  first  one  on  the  morning  pile  and  open  it,  and  then 
the  next  one,  and  so  on  down  to  the  last  one.  There  are  other 
men  who  shuffle  the  pile  through  their  fingers  and  toss  certain 
ones  aside  for  some  future  hour.  This  kind  of  a  man  selects 
those  that  he  knows  have  an  immediate  message  for  him,  and 
those  the  appearance  of  which  appeals  to  him,  and  deals  first 
with  them.  All  men,  when  they  come  to  read  their  letters, 
are  favorably  impressed  by  those  letters  that  are  attractive  in 
themselves.     Many  a  hardheaded  business  man  may  be  found 

[61] 


LETTERS  THAT  MAKE  GOOD 

saving  and  cherishing  a  unique  letterheading,  or  one  that  is 
especially  well  designed  or  printed.  I  once  made  a  letterheading 
that  attracted  constant  attention,  and  as  long  as  I  used  it  brought 
frequent  references  in  correspondence  and  not  a  few  specially 
written  notes.  It  was  nothing  extraordinary  or  unique— just 
a  conventionalized  country  scene  with  a  dusty  road  winding 
through  it,  two  or  three  tile-roofed  cottages,  with  the  text  out- 
lined through  the  narrow  cut,  which  was  printed  in  colors.  But 
it  attracted  pleased  attention,  and  it  helped  to  introduce  me  in 
a  favorable  manner. 

The  letter  should  be  regarded  as  a  very  potent  piece  of 
advertising,  and  it  should  be  given  much  and  constant  care. 
There  is  of  course  no  definite  rule  that  can  be  laid  down  for  the 
making  of  the  letterheads,  as  it  is  a  question  of  personality  and 
getting  some  atmosphere  of  the  business  into  them.  But  it 
is  more  a  question  of  having  them  handsome,  attractive,  able 
to  suggest  some  primal  quality  of  the  man  and  the  business  by 
their  type  treatment  or  their  design.  I  am  one  who  objects  to 
steel-die  and  copper-etching  work  for  business  letterheads,  as 
being  too  cold  and  too  formal.  They  are  all  right  for  personal 
stationery  or  for  the  use  of  professional  men,  but  for  the  ordinary 
run  of  business  I  would  never  use  them.  Lithography  and  the 
offset  process  as  much  as  you  like,  if  you  like  those  processes; 
but  type  properly  used  makes  the  best,  the  most  human,  and  the 
handsomest  letterheadings.  But  if  it  is  type,  then  there  must 
be  brains  to  make  the  design  and  decide  upon  the  right  type 
and  the  right  paper  and  the  right  color. 

To  make  a  good  letterhead  is  one  of  the  more  difficult  and 
abstruse  tasks  the  printer  has  put  up  to  him,  even  if  he  does 
usually  not  only  shirk  his  responsibility  and  ignore  his  oppor- 
tunity, but  show  that  he  is  wholly  and  debonairly  unconscious 
of  them.  Yet  it  is  to  type  that  the  real  letterhead  artist  usually 
turns.    Among  a  hundred  notable   letterheads  that  you  may 

[62] 


THE  MECHANICS  OF  THE  LETTER 

select  from  your  correspondence  during  the  next  year,  you  will 
find  that  75  percent  of  them  are  made  with  type.  But  they 
should  be  made  properly,  and  with  the  fear  of  a  cold  reception 
on  the  part  of  the  man  who  gets  the  letter  always  before  the 
eyes  of  the  maker;  designed  to  make  a  piece  of  printing  which, 
when  taken  in  connection  with  the  typed  letter,  will  make  a 
pleasing  picture  upon  the  desk  of  the  recipient,  and  ingratiate 
the  business  motive  of  the  letter  into  the  mind  of  the  man  who 
is  to  read,  in  such  fashion  that  even  before  he  does  read  there 
is  some  semblance  of  warmth  permeating  his  sub-consciousness. 

The  letterheading  should  be  quiet  and  dignified,  and  it 
should  have  the  minimum  of  matter  printed  upon  it.  It  is  a  mis- 
take to  load  a  letterheading  with  a  lot  of  detail.  There  should 
be  the  name  of  the  concern,  the  name  of  the  business,  and  as 
little  as  possible  of  other  matter.  It  is  a  moot  question  if  the 
names  of  the  partners,  or  officers  of  the  corporation,  ought  to 
be  printed.  For  my  own  part,  I  find  it  very  useful  sometimes 
to  have  those  names  printed  on  the  sheet,  for  the  reason  that 
the  man  who  signs  the  letter  often  affects  such  an  execrable 
scrawl  that  it  is  impossible  to  decipher  it,  and  I  have  to  search 
the  printed  list  for  it.  But  there  should  not  be  a  lot  of  adver- 
tising detail  about  the  business,  nor  should  there  be  half-tone 
cuts.  The  chief  idea  of  the  letterhead  designer  should  be  to 
make  an  attractive  piece  of  printing,  calculated  to  help  create 
a  favorable  sentiment  for  that  which  may  be  thereon  written. 

Then  the  typewriting.  Here  is  a  chance,  a  demand,  for 
a  great  and  significant  reform.  But  a  small  proportion  of 
business  letters  are  decently  typed,  let  alone  being  attractively 
typed.  Yet  it  is  a  simple  matter,  and  as  easy  as  slutch  work. 
It  is  first  necessary  that  the  importance  of  well-written  letters 
be  recognized.  Then  it  is  a  question  of  how  a  letter  ought  to 
look;  a  question  of  getting  a  typist  who  is  able  to  follow  instruc- 
tions.   Then  you  have  your  handsome  letter.    The  hardest 

[63] 


LETTERS  THAT  MAKE  GOOD 

of  these  is  the  getting  of  typists  who  can  be  made  to  follow  in- 
structions, after  getting  a  correspondent  who  recognizes  the 
value  of  handsome  letters  as  contrasted  with  slouchy  letters. 
It  seems  to  me  that  the  business  schools  and  the  typewriter 
dealers  might  bring  about  a  most  valuable  reform  in  this  line 
if  they  would.  There  is  nothing  very  much  more  discouragingly 
hopeless  than  to  undertake  to  make  a  good  typist  out  of  a  fresh 
graduate  from  a  business  school  where  they  teach  typewriting. 
They  teach  it  in  such  an  ugly  fashion.  The  same  is  true  of 
the  graduates  from  the  training  schools  of  the  typewriter  manu- 
facturers and  dealers.  There  is  surely  a  fortune  awaiting  the 
concern  that  will  train  typists  to  write  handsome  letters. 

In  the  first  place  the  typewritten  portion  of  a  letter  should 
be  placed  upon  the  sheet  in  such  a  manner  that  its  bulk  shall 
form  some  sort  of  a  pleasing  rectangle.  That  is  to  say,  if  the 
letter  is  short,  it  should  be  written  in  short  Unes,  double  spaced, 
and  so  placed  as  to  help  make  of  the  finished  sheet  a  composi- 
tion not  too  crude  and  ung&,inly  as  to  form  and  proportion.  If 
the  letter  is  long,  it  is  better  to  double  space  it  and  use  a  second 
sheet.  A  single-spaced  letter  is  a  risky  experiment.  The  lines 
should  not  be  too  long  to  allow  good  margins — margins  that 
balance  well  with  the  margins  about  the  printed  heading.  Re- 
member that  white  paper  has  as  much  value  on  a  letter  as  on  any 
piece  of  advertising  printing;  and  remember  also  that  to  read 
a  single-spaced  letter  is  a  tedious  task.  I  have  let  that  sort  of 
a  letter  he  unread  on  my  desk  day  after  day,  dreading  the  job. 
On  an  ordinary  letter  sheet,  8^x11",  or  8x10^",  there  should 
be  a  margin  of  not  less  than  f "  all  around.  It  is  much  better 
to  go  over  to  a  second  page  or  even  a  third  page,  than  to  spoil 
the  looks  of  a  sheet  by  crowding  it. 

The  typewriter  ribbon  should  either  match  the  color  of  the 
printed  heading  or  harmonize  with  it.  It  is  a  good  plan  to  have 
a  color  harmony  that  includes  the  printing,  the  paper  and  the 

[641 


THE  MECHANICS  OF  THE  LETTER 

typewriting,  such  as  can  be  secured  through  the  use  of  an  azure 
or  azurine  paper,  dark  blue  ink  for  the  printing  and  a  blue  ribbon 
for  the  typewriter.  Have  the  printer  match  the  ribbon.  He 
can  do  that,  while  the  tj^jewriter  dealer  cannot  match  more 
than  one  shade  of  blue  printing  ink.  This  plan  can  be  applied 
to  other  colors,  of  course,  and  if  white  paper  is  used  the  harmony 
of  color  can  be  secured  just  the  same,  by  having  the  printer  and 
ribbon  co-operate,  as  white  harmonizes  with  any  color.  For- 
get about  the  old-fashioned  purple  ribbons.  Use  a  good  type- 
writer, and  have  it  kept  always  in  good  repair.  If  you  have 
more  than  one,  have  one  fitted  with  elite  type,  to  use  on  per- 
sonal and  "swell"  stationery.  Every  concern  should  have  at 
least  two  grades  of  stationery,  one  of  which  should  be  quite 
"swell,"  having  an  air  of  diflference.  It  pays.  Insist  upon 
correct  spelling  and  proper  punctuation.  I  cannot  say  "correct" 
punctuation,  as  there  is  nothing  of  that  sort  in  the  market.  Some 
time  there  may  be  an  authorized  system  for  punctuation,  but 
there  is  none  now.  But  you  can  have  some  sort  of  a  system 
of  your  own  and  insist  that  it  be  followed.  Do  not  permit  eras- 
ures. Do  not  permit  interlining.  Better  have  the  sheet  written 
over.  Insist  that  every  letter  .shall  go  out  clean  and  perfect. 
It  can  be  done.  If  it  is  not  done  it  merely  means  that  your 
typist  is  careless  or  lazy — too  lazy  to  perfect  herself.  If  she  is 
careless  or  lazy  it  is  the  fault,  and  the  misfortune  also,  of  her 
employer. 

The  matter  of  paper  for  stationery  is  important.  Do  not 
pay  too  much  attention  to  the  alluring  advertisements  of  bond 
papers.  They  are  all  right — in  their  place;  but  there  are  many 
papers  that  are  more  desirable  for  fine  business  stationery.  A 
good  linen,  a  good  superfine,  or  extra  superfine,  a  good  ledger 
that  is  not  too  stiff,  a  good  wove — there  are  scores  of  finishes 
better  than  bond  for  business  stationery.  But  the  paper  makers 
have  seen  fit  to  push  bonds,  and  many  business  men  think  that 

[65] 


LETTERS  THAT  MAKE  GOOD 

a  good  bond  paper  for  their  stationery  is  a  symbol  of  good  taste 
and  good  judgment,  and  perhaps  financial  soundness.  And 
there  is  something  in  that  view. 

But  whatever  the  paper  used  it  should  be  good.  It  does 
not  pay  to  use  cheap  paper  for  any  kind  of  letter  writing.  The 
dollars  saved  in  that  way  are  seed  dollars  which  if  planted  in 
good  stationery  might  result  in  a  crop  of  business  that  would 
make  any  puerile  saving  look  too  small  to  think  about.  An 
up-to-date  business  man  would  never  think  of  taking  a  large 
prospective  customer  to  a  ten-cent  hand-out  restaurant  for 
lunch.  Why  should  he  offer  him  cheap  and  poorly  printed 
stationery?  If  I  were  to  advise  business  men  about  their  sta- 
tionery I  would  tell  them  that  they  ought  not  to  pay  less  than 
from  $5  to  $10  per  thousand  for  their  letter  sheets,  or  from  $4 
to  $8  a  thousand  for  their  envelopes.  And  in  the  long  run  the 
man  who  has  the  courage  to  pay  the  maximum  figure  gets  his 
stationery  at  the  smallest  cost,  reckoned  as  an  overhead  and 
giving  it  credit  as  a  business  getter. 

The  great  trouble  with  business  stationery  is  that  business 
men  do  not  think  about  it  much,  or  in  the  right  way.  It  is 
worthy  of  as  much  study  as  any  other  element  of  salesmanship. 


:66] 


SUPERVISING   CORRESPONDENCE 

By  EDWARD  B.  BROWN 

How  to  organize  and  develop  a  correspondence  department  is  a  serious 
question  with  many  concerns.  Every  one  of  the  scores  or  hundreds  of  letters 
sent  out  daily  should  he  stamped  with  the  policy  and  individuality  of  the  firm, 
although  they  may  be  written  by  a  dozen  or  more  different  sales  correspondents. 
Letters  must  be  used,  many  times,  without  being  "tried  out" — and  they  must 
make  sales.  The  author  of  this  chapter  writes  from  experience  and  gives  some 
practical  methods  which  he  has  found  effective  in  training  and  managing  a  force 
of  sales  correspondents  to  get  the  utmost  in  actual  results. — Note  by  The 
Editors. 

EVERY  concern  that  sends  out  sales-getting  letters  should 
have  just  as  thoroughly  organized  a  method  of  training 
and  grading  up  their  Sales  Correspondents  or  inside  sales- 
men as  they  have  of  coaching  and  keying  up  their  outside 
salesmen.  If  there  are  only  two  Correspondents  in  an  office 
they  ought  to  be  organized  as  a  department  with  the  Chief 
Sales  Correspondent  or  Manager  of  Mail  Sales,  reporting  directly 
to  the  General  Sales  Manager. 

The  Mail  Sales  Manager  should  be  first  of  all  a  successful 
Salesman  in  every  sense  of  the  word.  He  must  know  selling 
both  from  the  outside  and  inside  in  theory  and  practice — must  be 
a  forceful  writer,  a  keen  analyst,  and  a  tactful,  stimulating  handler, 
of  men. 

To  get  results  from  his  department  he  must  know  how  to 
give  his  men  their  initial  training,  how  to  check  up  their  results, 
and  how  to  keep  them  keyed  up  to  their  best  work.  In  pre- 
paring his  new  men  for  Mail  selling  the  Mail  Sales  Manager 
should  have  much  of  the  training  exactly  the  same  as  that  given 
a  new  road  salesman. 

The  preUminary  training  should  teach  the  new  man  four 
things : 

[67] 


LETTERS  THAT  MAKE  GOOD 

First :  To  know  his  goods  and  the  policy  and  traditions  of  his  house. 
Second :  To  know  his  competitors  and  their  goods. 
Third:  To  know  his  customers  and  his  market. 
Fourth:  To  know  the  fundamental  principles  of  salesmanship  as 
applied  to  selling  by  mail. 

Knowing  the  goods  and  traditions  of  the  house  is,  of  course, 
fundamental  in  all  selling  and  will  have  to  cover  a  longer  or  a 
shorter  period,  depending  on  whether  the  new  Sales  Correspond- 
ent has  worked  up  through  minor  positions  in  the  house,  or  is 
brought  in  new  from  the  outside.  Given  an  equal  foundation 
of  education,  the  "home  grown"  product  naturally  has  far  greater 
chances  for  success. 

In  any  case  the  new  man  must  study  and  analyze  the  goods 
until  he  has  weighed  them  from  every  possible  angle  of  strength 
and  weakness.  He  must  marshal  together  every  talking  point 
and  every  objection  with  the  answer  to  each  objection.  He 
must  know  the  attitudes  of  consumers  and  the  trade — what  they 
say  for  the  goods  and  against  them — why  some  like  them  and 
why  others  do  not.  He  must  find  out  in  what  ways  his  house 
is  doing  business  differently  from  other  houses  and  why.  Then 
the  new  man  must  analyze  his  competitors  and  their  goods,  as 
thoroughly  as  he  has  analyzed  his  own  house  and  his  house's 
goods — putting  the  results  side  by  side,  so  that  he  can  make  a 
clear  comparison  at  every  point. 

The  field-knowledge  of  a  Sales  Correspondent  must  be  gained 
at  first  hand.  To  get  a  line  on  his  customers  that  has  any  value, 
he  must  take  a  grip  and  go  out  into  the  field  and  meet  them  face 
to  face.  And  a  few  weeks  expense  in  doing  this  will  pay  for  itself 
many  times  over  in  the  greater  results  from  the  Sales  Cor- 
respondent's letters.  To  be  sure  the  time  is  spent  to  best 
advantage,  have  the  new  man  write  reports  of  the  dealer's  size, 
methods,  habits,  conditions,  customs,  problems,  and  general 
business  attitude. 

[68] 


SUPERVISING  CORRESPONDENCE 

The  principles  of  salesmanship  as  applied  to  letter  writing 
have  already  been  covered  in  the  previous  chapters  of  this  book, 
but  we  can  recapitulate  from  a  sUghtly  different  angle  by  saying 
that  a  selling  letter  should  have  six  things  separately  or  in  combi- 
nation. An  opening,  a  description,  an  argument,  a  persuasion, 
an  inducement,  and  a  "chncher"  or  "hook." 

The  Opening  must  get  attention  because  it  hits  the  strongest 
buying  motive  of  the  customer  in  a  way  that  is  full  of  human 
interest,  has  a  man-to-man  appeal  or  strikes  a  special  point  of 
mutual  contact. 

The  Description  must  get  the  interest  by  explaining  the 
proposition,  outlining  it  enough  to  deepen  the  interest  and  prepare 
the  way  for  the  argument  and  persuasion  to  follow. 

The  Argument  must  convince  through  the  compelling  logic 
of  the  reasons  presented. 

The  Persuasion  must  create  a  desire  to  buy  through  suggest- 
ing in  a  graphic  word-picture  the  advantages  you  have  to  offer. 

The  Inducement  must  give  reasons  for  action  by  making  a 
special  proposition  or  by  putting  the  matter  in  such  a  way  that 
it  is  very  hard  for  the  customer  to  refuse  to  do  what  is  requested. 

The  "Clincher"  or  "Hook"  induces  action  by  making  the 
^  act  requested  a  very  easy  one  for  the  customer  to  perform. 

After  the  new  Sales  Correspondent  has  a  thorough  ground- 
work of  theoretical  knowledge  he  should  be  given  letters  to  study 
'  that  carry  out  the  principles  he  has  learned — letters  that  have 
proved  most  successful  in  actual  use.  The  "Star"  letters  in  this 
book  are  invaluable  for  this  purpose  for  they  give  a  much  broader 
viewpoint  than  the  letters  of  any  one  house  possibly  could.  But 
they  should  be  followed  by  a  study  of  the  most  successful  of  the 
concern's  own  letters.  Then  the  new  man  is  ready  to  begin  the 
actual  work  of  correspondence. 

Every  letter  the  new  Sales  Correspondent  writes  for  several 
weeks  should  go  over  the  Sales  Manager's  desk  for  criticism  before 

[69] 


LETTERS  THAT  MAKE  GOOD 

it  goes  out,  until  the  number  of  criticisms  becomes  very  few  and 
the  letters  have  acquired  the  man-to-man  personal  appeal  that 
brings  orders.  Answering  inquiries  is  usually  the  last  thing  a 
new  man  learns  to  do  well.  In  checking  up  the  new  Correspond- 
ent's answers  to  inquiries,  his  chief  should  notice  especially  the 
promptness  of  the  reply,  the  completeness  with  which  he  answers 
questions,  and  gives  all  information,  and  whether  he  makes  a 
definite,  clear  proposition  in  a  sales-getting  letter  that  otherwise 
measures  up  to  the  test  of  correspondence  salesmanship.  Then 
for  several  weeks  more  the  carbons  of  the  new  man's  letters  should 
be  read  by  the  chief  until  he  is  counted  a  well  trained  man,  fit  to  be 
given  a  regular  territory  and  checked  up  thereafter  by  his  sales 
record  of  results. 

Unless  it  is  a  strictly  mail  order  business,  each  Sales  Corre- 
spondent's territory  should  cover  the  territory  of  about  four  or 
five  road  salesmen,  and  he  should  co-operate  with  the  salesmen 
in  the  towns  where  they  call  and  should  work  direct  through  the 
mail  the  smaller  towns  that  it  does  not  pay  the  road  salesman 
to  cover.  The  letters  sent  out  to  prospects  in  large  lists  should, 
of  course,  be  tried  out  first,  on  a  small  selected  list  wherever 
time  permits,  so  as  to  test  their  effectiveness  before  sending  them 
out  in  quantity.  The  methods  of  keying  the  different  mailings 
by  keyed  addresses  and  variously  colored  or  variously  marked 
reply  cards  and  orders  are  almost  too  well  known  to  mention. 

Whenever  this  weekly  record  of  results  shows  a  falling  below 
normal  in  the  work  of  any  man  the  Sales  Manager  should  go  back 
over  the  Correspondent's  letters  and  see  wherein  the  fault  lies. 
The  incentive  is  important.  A  competition  should  be  arranged 
between  the  men,  with  a  yearly  bonus  or  monthly  prizes  of  a  more 
nominal  kind,  with  salary  increases,  based  on  the  sales  increase 
in  each  territory.  Then  once  or  twice  a  year  the  men  should  go 
out  into  their  territories  for  several  weeks  of  personal  selling  to 
keep  them  in  touch  with  conditions,  and  keep  them  from  forget- 
ting that  they  are  real,  live,  flesh-and-blood  customers  as  their 

brother  salesmen  on  the  road. 

[70] 


POSTAGE 

By  F.  W.  ROSS 

This  analysis  was  made  from  the  answers  received  in  response  to  a  canvass 
made  to  arrive  at  the  comparative  value  of  one-  and  two-cent  postage  for  mail 
advertising  campaigns.  It  covered  hath  large  and  small  houses  in  various  lines 
of  business  and  was  thorough  enough  and  extensive  enough  to  make  the  informa- 
tion dependable  and  valuable.  The  final  results  coincide  with  the  personal 
experience  and  observation  of  The  Editors  in  mail  campaigns  which  they  have 
conducted. — Note  by  The  Editors. 


FORM  OF  QUESTIONS 

1.  Is  your  mail  received  by  a  mailing  department?  Yes. 
No. 

2.  Is  it  opened  before  being  distributed  to  each  depart- 
ment?   Yes.    No. 

3.  If  opened,  what  is  done  with  advertising  literature,  and 
one-cent  circulars? 

Are  they  sent  to  the  proper  department?    Yes.    No. 

Are  they  mixed  in  with  the  regular  correspondence  or  sent 
separate?    Mixed.     Separate. 

Do  the  printed  enclosures,  that  come  with  regular  corre- 
spondence, remain  with  the  letter  until  it  reaches  its  final  reader? 
Yes.    No. 

4.  Does  your  secretary  read  your  mail,  giving  you  only 
the  important  letters?    Yes.    No. 

5A.  Do  you  look  over  the  advertising  mail  matter  to  see 
what  is  ofifered?    Yes.     No. 

B.  Is  it  a  policy  of  your  house,  that  each  department  should 
look  over  the  advertising  matter  that  reaches  it?    Yes.    No. 

6.  Are  you  doing  any  mail  advertising?  Yes.  No. 
Which  do  you  favor?    One  cent.    Two  cents. 

[71] 


LETTERS  THAT  MAKE  GOOD 

7.     Do  you  find  that  unstamped  return  postal  or  envelope 

enclosures  bring  the  same  returns  that  stamped  ones  produce? 

Yes.    No. 

The  following  table  shows  the  percentage  for  and  against 

the  various  points  brought  out  in  this  special  form  of  questions, 

relative  to  the  comparative  value  of  one-  and  two-cent  postage. 
Question  1.     Is  your  mail  received  by  a  mailing  department? 

Yes  43%.    No  57%. 

The  answers  to  this  question  indicate  that  practi- 
cally all  large  concerns  have  a  mailing  department  and 
many  smaller  ones  whose  lines  of  business  require  hand- 
ling considerable  correspondence.  Most  of  the  concerns 
answering  in  the  negative  are  either  small  or  their  line  is 
such  that  they  handle  comparatively  little  mail. 
Question  2.     Is  it  opened  before  being  distributed  to  each 

department?    Yes  81%.     No  19%. 

This  shows  that  even  in  concerns  where  the  incom- 
ing mail  is  not  so  very  heavy,  the  mechanical  work  of 
opening  up  the  letters  is  usually  done  by  some  employee 
who  either  distributes  the  mail  or  places  all  of  it  on  the 
desk  of  the  manager.  The  returns  that  show  that  the 
mail  matter  is  not  opened  before  being  distributed,  are 
from  rather  small  concerns  or  in  some  cases  are  from 
tailors,  hotels,  etc. 
Question   3 A.     What   is   done  with   advertising  literature 

and  one-cent  circulars? 

The  general  tone  of  these  answers  taken  together 
with  the  answers  to  Question  5  indicate  that  there  are 
extremely  few  business  concerns  who  dehberately  throw 
away  advertising  literature,  without  at  least  a  glance  of 
inquiry  as  to  whether  the  subject  matter  would  be  of 
interest  to  them.  (See  explanatory  paragraph  at  end  of 
questions.) 

[72] 


POSTAGE 

Question  3B.  Are  they  sent  to  the  proper  department? 
Yes  95%.    No  5%. 

Question  3B.  Are  they  mixed  with  the  regular  correspond- 
ence or  sent  separate?    Mixed  68%.     Separate  32%. 

It  would  seem  from  these  answers  that  most  of  the 
concerns  receiving  large  volumes  of  mail,  handle  the  ad- 
vertising literature  mixed  with  regular  correspondence, 
and  those  who  do  not  generally  receive  large  quantities, 
are  about  evenly  divided  in  their  methods  of  handling  it. 
Question  3D.  Do  the  printed  enclosures,  that  come  with 
regular  correspondence,  remain  with  the  letter  until  it  reaches 
its  final  reader?    Yes  90%.    No  10%. 

Question  4.  Does  your  secretary  read  your  mail,  giving 
you  only  the  important  letters?    Yes  23%.     No  77%. 

Most  of  those  answering  yes  to  this  question  are 
concerns  that  do  a  considerable  amount  of  advertising, 
of  the  class  that  brings  inquiries  and  naturally  they  would 
be  inchned  to  separate  that  class  of  mail  from  their  ordi- 
nary correspondence.  As  Question  5  shows  that  97%  at 
least,  glance  over  the  advertising  literature,  it  shows  that 
mail  advertising  would  not  only  be  effective  on  the  77%, 
but  would  also  bring  results  from  a  good  part  of  the  23%. 
Question  5.  Do  you  look  over  the  advertising  mail  matter 
to  see  what  is  offered?    Yes  97%.    No  3%. 

Question  6.  Are  you  doing  any  mail  advertising?  Yes  90%. 
No  10%.  What  postage  do  you  favor?  27%  favoring  one- 
cent  postage  and  73%  two-cent  postage. 

Only  about  two-thirds  have  answered  this  question 
and  most  of  these  were  answered  with  a  preference  and  an 
additional  statement  that  it  depends  upon  the  proposition 
and  the  subject  matter  presented. 

[  73  ] 


LETTERS  THAT  MAKE  GOOD 

Question  7.  Do  you  find  that  unstamped  return  postal 
or  envelope  enclosures  bring  the  same  returns  that  stamped  ones 
produce?    Yes  21%.    No  79%. 

This,  like  the  above  question,  is  generally  accom- 
panied by  a  qualifying  statement  which  would  seem  to 
indicate  that  where  it  is  desired  to  get  the  opinion  of  the 
recipient,  or  where  the  profits  on  the  proposition  are  large 
enough  to  justify  insurance  against  a  possible  lack  of  re- 
turns, it  is  desirable  to  put  on  return  postage.  Some  of 
the  largest  advertisers  in  the  country  say  that  based  on  a 
comparative  investment,  the  unstamped  return  postal 
or  envelope  is  the  most  profitable.  Owing  to  the  diver- 
sity of  opinions  and  considering  the  many  conditions  that 
have  a  bearing  on  this  question,  it  is  practically  impossi- 
ble to  arrive  at  any  definite,  general  conclusion. 

The  returns  as  a  whole  including  the  comments  and 
the  above  percentages,  conclusively  show  that  a  PER- 
FECTLY reproduced  typewritten  letter,  including  signa- 
ture and  fill-in,  will  bring  as  good  results  under  a  one- 
cent  stamp  as  it  would  under  two-cent  postage,  providing 
it  is  going  to  a  list  of  manufacturers  or  concerns  that 
are  either  large  enough  to  have  a  maihng  department  or 
whose  line  of  business  is  such  that  their  incoming  mail 
is  heavy  enough  to  justify  having  an  employee  take  care 
of  the  mechanical  work  of  opening  it.  If  a  form  letter  is 
perfectly  filled  in  and  has  either  a  pen  signature  or  a  good 
reproduction  of  a  fac-simile  signature,  it  receives  the  same 
attention  as  ordinary  correspondence  would  from  the 
recipient;  the  man  it  is  intended  to  reach  does  not  know 
whether  it  came  under  a  one-  or  two-cent  stamp.  By  this 
statement  we  do  not  mean  that  the  average  business  man 
is  "fooled"  into  thinking  that  you  are  writing  him  a 
personal  letter,  but  if  the  work  is  well  executed  the  letter 

[74] 


^ 


POSTAGE 

goes  right  through  with  the  regular  correspondence, 
and  inasmuch  as  the  recipient  is  not  suspiciously  looking 
at  every  letter,  it  is  read  in  the  course  of  handling  the 
correspondence  for  the  day.  Where  letters  are  poorly 
executed  they  brand  themselves  at  first  glance  as  adver- 
tising literature  and  as  a  rule  are  handled  with  the  rest 
of  the  printed  advertising  matter  and  would  not  have 
received  any  better  attention  under  two-cent  postage 
than  under  a  one-cent  stamp. 

In  sending  perfectly  reproduced  typewritten  letters 
to .  a  list  of  small  merchants  or  to  firms  whose  lines 
of  business  do  not  bring  a  considerable  quantity  of 
incoming  mail,  in  other  words  where  the  proprietor  or 
manager  does  the  opening,  it  is  undoubtedly  the  best 
policy  to  use  two-cent  postage  except  in  the  cases  where 
continued  follow-ups  are  used  and  where  the  proposition 
is  such  that  after  the  first  two  or  three  letters,  the  recipi- 
ent will  finally  say  to  himself,  "Here's  another  one  of 
those  letters";  in  this  case  it  would  seem  advisable  to 
use  one-cent  postage  after  the  first  few  mailings,  for  the 
man  who  would  throw  away  the  one-cent  letter  would 
also  throw  away  the  two-cent  letter. 

Experience  has  shown  that  where  it  is  desirable  to 
reach  a  department  of  a  large  organization,  it  can  be  done 
with  practically  the  same  results  under  a  one-cent  stamp 
as  though  the  letter  went  out  under  two-cent  postage. 
By  addressing  the  letter  to  the  department  head  per- 
sonally, and  only  a,ddressing  the  envelope  to  the  firm, 
leaving  all  mention  of  the  department  ofif  the  enve- 
lope, the  mailing  department  opens  the  letter,  thus 
separating  the  envelope  from  the  letter  so  that  when 
it  reaches  the  department  manager  he  does  not  know 
whether  it  came  under  a  one-  or  two-cent  postage. 

[75  1 


PART  II 


SPECIMENS   AND    EXAMPLES 


Author  of  "Letters  That  Collect," 
"Analytical    Letter  Writing,"  etc. 


I 


"THE  BEST  LETTER  I  EVER  USED 
AND  WHY" 

Edited  by  JONATHAN  JOHN  BUZZELL 

For  convenience  in  referring  to  the  notes  and  comments  on  letters  contained 
in  Part  II  of  this  hook  the  following  method  is  used:  In  the  text  the  letters  are 
referred  to  by  page  numbers.  The  comments  on  any  particular  letter  may 
readily  be  found  by  noting  the  section  number  on  the  inside  edge  of  the  page 
opposite  the  folio  on  the  bottom  margin  and  then  turning  to  the  section  indi- 
cated in  the  "Notes  and  Comments."  In  cases  where  series  of  letters  appear, 
the  comments  on  all  the  letters  mil  be  found  under  one  section. 

A  GREAT  deal  has  been  said  and  written  about  letter  writ- 
ing as  a  lost  art.  To  one  who  has  studied  the  history 
and  followed  the  growth  of  this  now  almost  universal 
practice  of  promoting  business  by  letters  it  is  perfectly  clear 
that  whatever  changes  have  come  about  have  been  in  the  nature 
of  gradual  development  toward  a  more  perfect  art  and  a  more 
tangible  basis  upon  which  that  art  is  founded.  Some  claim 
letter  writing  to  be  a  science,  but  that  is  true  only  so  far  as  all 
art  is  based  upon  certain  scientific  principles.  A  letter  con- 
structed upon  principles  laid  down  in  any  set  of  rules,  without 
the  subtle  infusion  of  art  in  the  form  of  individuality  or  person- 
aUty,  would  be  utterly  hopeless  so  far  as  its  effect  on  the  human 
emotions  is  concerned.  It  would  be  as  frigid  and  uncongenial 
as  a  mechanical  man.  The  more  personality  injected  into  a 
letter  the  better.  In  that  personality  lies  the  strength  of  the 
appeal.  And  just  as  any  writer  develops  a  strong  individual 
style  by  a  study  of  the  different  styles  of  all  the  great  writers, 
so  by  close  study  of  the  styles  embodied  in  these  successful  busi- 
ness letters,  the  letter  writer  may  develop  a  strong  and  telling 
individuality  in  his  own  letters  that  will  go  far  toward  achieving 
the  maximvmi  pulling  power. 

[79] 


LETTERS  THAT  MAKE  GOOD 

It  is  the  purpose  of  this  chapter,  not  to  lay  down  a  code 
by  which  letters  may  be  written  mechanically,  but  to  furnish 
to  the  earnest  student  of  salesmanship  by  correspondence  a  large 
number  of  successful  business-getting  letters  that  have  actually 
been  used  by  business  houses — letters  that  have  accomplished 
the  purpose  for  which  they  were  written,  and  that  have  been 
factors  in  the  building  up  of  solid  business  enterprises. 

After  many  years  of  experience  with  letters  in  a  great  many 
different  lines  of  business,  during  which  time  a  large  number  of 
letters  and  facts  about  letters  have  been  collected,  the  com- 
pilation of  this  book  was  undertaken.  During  these  years  the 
writer  has  unlearned  many  things.  Hundreds  of  letters  have 
been  followed  to  an  untimely  grave.  Here  and  there  have 
appeared  the  real  gems  that  have  succeeded  in  justifying  them- 
selves. Many  letters  that  "read  well"  failed  to  pull  business. 
This  suggests  that  there  are  a  great  many  points  besides  the 
language  used  that  are  important  elements  in  the  construction 
of  any  letter. 

In  order  to  make  this  book  as  broad  as  possible  in  its  scope 
requests  were  made  for  successful  letters  and  opinions  regarding 
them  from  leading  advertising  men  and  business  houses  through- 
out the  country.  This  request  met  with  a  cordial  response 
which  justified  the  conclusion  that  there  was  a  widely  felt  need 
for  a  book  of  this  kind.  These  letters  have  been  submitted  as 
"The  Best  Letters  I  Ever  Used"  and  although  actual  tabulated 
results  have  not  been  obtainable  in  some  cases,  these  letters 
have  been  selected  on  account  of  some  tangible  reasons  that 
place  them  above  any  others  that  have  ever  been  used  by  the 
firms  which  have  contributed  them  for  publication  in  this  book. 

The  practical  business  man  for  whom  this  book  is  intended 
will  readily  grasp  the  points  made  by  each  letter,  and  many 
interesting  and  valuable  facts  can  thus  be  gained.  Many  adap- 
tations of  principles  can  be  made,  and  in  that  lies  the  great  value 

[80] 


LETTERS  THAT  MAKE   GOOD 

of  this  work  to  any  one  who  would  increase  the  efficiency  of  his 
own  business  correspondence.  Many  examples  will  be  found  that 
will  flatly  contradict  some  of  the  old  ideas  that  are  pretty  well 
fixed  in  the  minds  of  many  letter  writers  of  to-day.  Not  all  the 
letters  here  produced  are  perfect  specimens  in  every  detail.  The 
critic  will  find  many  letters  that  come  far  short  of  his  standard 
of  masterpieces.  But,  it  must  be  remembered,  masterpieces  of 
business  letter  writing,  as  in  every  other  field,  are  not  common- 
place— they  are  the  exceptions.  Many  otherwise  good  letters 
fail  of  results  because  of  faulty  conditions  of  lists  or  of  other 
details.  On  the  other  hand  a  mediocre  letter  may  bring  very 
satisfactory  results  if  the  conditions  under  which  it  is  sent  out 
are  ideal  or  a  close  approach  to  the  ideal.  The  writing  of  a 
perfect  letter  is  by  no  means  all  that  makes  for  the  success  of 
a  mail  campaign.  The  mailing  lists,  the  mechanical  details, 
timeliness,  and  many  other  points  are  each  essential  to  the  best 
results.  Each  of  the  letters  that  are  used  in  this  book  has  been 
left  as  it  was  originally  used  and  each  represents  the  ideas  of 
its  writer  rather  than  those  of  the  Editors.  In  this  very  fact 
hes  the  chief  value  of  the  work.  It  is  not  the  exploitation  of 
any  one  man's  ideas  of  business  letter  writing,  but  scores  of 
men  whose  experiences  have  been  along  different  lines  and  under 
different  conditions  have  contributed  specimens  of  their  most 
resultful  letters.  These  letters  are  aU  of  comparatively  recent 
date,  but  as  conditions  change  from  time  to  time  it  should  be 
borne  in  mind  in  reading  them  that  what  to-day  is  new  and 
forceful  to-morrow  may  become  too  trite  to  be  of  value. 

The  physician  studies  cases  and  thereby  discovers  remedies 
and  methods  of  treatment,  but  he  modifies  and  adapts  his 
treatment  according  to  the  particular  conditions.  Individual 
judgment  is  the  most  vital  factor  in  his  success.  It  is  equally 
valuable  to  the  business  man  to  study  cases,  but,  as  with  the 
physician,  his  success  in  writing  business  letters  depends  upon 

[81] 


LETTERS  THAT  MAKE   GOOD 

his  individual  judgment  in  applying  the  knowledge  gained  by 
such  study. 

The  higher  the  development  of  the  art  of  letter  writing  by 
this  method  the  more  successful  will  become  this  branch  of  ad- 
vertising, for  it  will  create  confidence  in  the  public  mind  by 
elimination  of  those  abuses  of  the  letter  privilege  that  are  so 
common.  A  great  deal  of  damage  has  been  done  in  this  way 
by  attempting  to  make  the  writing  of  letter  copy  conform  to 
the  same  rules  that  have  been  followed  in  the  construction  of 
advertising  copy  where  display  and  illustrations  are,  or  may 
be,  used.  Many  attempts  have  been  made  to  force  advertis- 
ing down  the  throats  of  the  public  by  giving  it  the  form  of  a 
letter  with  the  letter  left  out.  Many  subtle  schemes  have  been 
tried,  but  deception  always  disgusts  and  the  legitimate  letter 
suffers  in  consequence.  With  study  of  letter  writing  comes 
respect  for  the  privileges  of  the  letter  and  consequent  improve- 
ment. Mere  cleverness  will  not  do.  A  letter  may  be  infinitely 
clever,  and  possess  all  the  points  which  are  conceded  to  be  essen- 
tial in  a  good  letter  and  yet  be  a  failure  as  a  puller  because  it 
is  infinitely  clever.  Nothing  can  be  so  beneficial  in  overcoming 
this  tendency  toward  mere  cleverness  as  a  careful  study  of  the 
great  letter  successes,  as  few,  if  any,  succeed  by  cleverness  alone. 

Many  firms  use  what  might  be  called  "Good-will  letters." 
It  is  not  expected  of  these  to  bring  direct  results,  but  they  are 
a  part  of  the  advertising  scheme  that  helps  the  salesman  or 
that  helps  in  distributing  goods  through  other  channels.  Many 
of  the  letters  contained  in  this  book  are  of  this  kind.  And  in 
studying  them  their  motive  should  be  kept  closely  in  view.  The 
letter  itself  should  reveal  its  purpose.  The  letter  that  most 
readily  reveals  its  mission  is  the  letter  that  is  most  likely  to 
achieve  the  object  for  which  it  is  written.  There  is  nothing 
so  attention-compelling  and  so  convincing  of  the  sincerity  of 
the  writer  of  a  letter  as  a  legitimate  and  self-apparent  reason 

[821 


LETTERS  THAT  MAKE   GOOD 

for  writing  it  revealed  in  the  first  paragraph.  And  this  goes 
a  long  way  toward  putting  the  mind  of  the  reader  in  a  favorable 
mood  for  the  arguments  that  are  to  follow  in  the  body  of  the 
letter.  Letters  that  conceal  their  message  until  the  second 
or  third  paragraphs  are  reached  must  use  greater  force  at  the 
close  in  order  to  convince  the  curiosity  seeker  who  reads  to  the 
end.  Such  letters  have  pulled  remarkable  results  in  some  in- 
stances, but  a  close  study  usually  reveals  the  fact  that  there  is 
some  influence  outside  the  wording  of  the  letter  itself  that  is 
a  strong  factor  in  its  success.  Such  letters  often  amuse — if 
we  have  time  to  read  them — ^but  they  too  often  do  no  more  than 
amuse.  A  letter  may  be  pleasing  and  even  humorous  to  a  con- 
siderable degree,  if  it  is  saturated  with  the  individuality  of  the 
writer,  and  will  be  all  the  more  forceful  and  convincing  on  that 
account,  but  here  again  individual  judgment  must  be  exer- 
cised and  only  a  careful  survey  of  the  conditions  will  show  where 
humor  may  safely  be  used. 

The  subject  of  letter  headings  has  been  taken  up  in  another 
chapter  of  this  book,  and  their  value  and  effectiveness  as  a 
part  of  the  letter  fully  discussed. 

In  the  belief  that  the  effects  that  may  be  obtained  by 
t^-pography  and  the  ordinary  printing  press  are  too  little 
appreciated,  considerable  effort  has  been  exerted  to  show  in 
this  work  a  large  number  of  desirable  styles  produced  from  the 
type. 

These  headings  have  been  set  especially  for  this  book  by 
some  of  the  best  typographic  artists  in  the  country,  and  show 
a  variety  of  styles  in  composition  and  type  faces  from  which 
the  discriminating  business  man  may  choose  when  making  up 
a  design  for  his  own  business  stationery 


[83: 


NOTES    AND    COMMENTS 

SECURING   ATTENTION 

Letters  which  are  strong  in  attention-getting  values.  Examples  of  various 
kinds  of  openings,  such  as  the  question,  the  anecdote,  the  headline,  the  news' 
value,  the  humorous,  the  curiosity-arousing  and  the  point-of-contact  forms. 
These  letters  necessarily  possess  other  strong  features,  but  are  placed  here 
because  they  illustrate  some  of  the  best  methods  of  approach.  The  letters 
in  this  and  all  the  following  divisions  may  well  be  studied  for  other  features 
than  those  upon  which  each  classification  is  based. 

§1  On  page  97  is  one  of  two  letters  used  by  a  large 
clothing  house.  They  were  productive  of  record  returns,  a  fact 
which  their  writer  says : 

"Strikes  me  as  unusual  upon  re-reading.  I  have 
written  many  letters  which  were  infinitely  cleverer  than 
these — which  had  all  the  essential  points  of  what  we 
all  agree  to  be  a  good  letter — and  yet  whose  records  as 
'pullers'  have  been  very  mediocre.  All  of  which  goes 
to  prove-  that  psychology  and  theory  frequently  fail 
when  applied  to  advertising." 

§2  The  letter  on  page  98  is  intensely  personal  in  its  tone. 
The  first  paragraph  furnishes  the  reason  for  writing  and  makes 
a  point  of  contact  between  the  writer  and  reader.  In  the  body 
of  the  letter  is  a  carefully  prepared  argument  or  selling  talk 
well  adapted  to  making  a  strong  and  telling  appeal  to  the 
particular  class  to  whom  it  was  sent.  The  closing  suggests 
action  in  a  manner  that  should  appeal  from  the  reader's  point 
of  view. 

§3  On  page  99  is  a  letter  used  by  a  crockery  salesman  on  a 
list  of  western  customers.  The  first  paragraph  furnishes  the 
reason  for  writing  and  forms  a  point  of  contact.    The  body  of 

[851 


LETTERS  THAT  MAKE  GOOD 

the  letter  contains  good  sound  argument  for  the  goods  and  bids 
strongly  for  the  prospective  customer  to  postpone  buying  until 
he  sees  this  unusual  line  of  goods.  It  proved  effective  in  in- 
creasing this  salesman's  sales  several  thousand  dollars  over  the 
previous  year. 

§4  The  letters  on  pages  100  and  101  open  with  paragraphs 
that  set  the  reader  thinking  and  give  him  a  new  viewpoint  for 
judging  the  goods  described  in  the  next  paragraphs.  The  letters 
were  used  by  a  concern  that  got  most  of  its  business  through 
travelers,  and  these  were  two  of  a  series  used  to  mould  the  dealer's 
opinion  and  impress  him  with  the  desirabiUty  of  handling  the 
goods  in  order  to  pave  the  way  for  the  traveler. 
§5  The  letter  on  page  102  was  sent  out  by  a  large  manu- 
facturing corporation  that  sells  its  goods  to -farmers,  and  is 
commented  on  as  follows: 

"In  preparing  its  form  letters  this  company  avoids 
all  hobbies.  We  have  no  pet  theories.  We  issue  many 
miUions  of  these  letters  each  year  with  a  twofold  pur- 
pose— first,  to  create  good  will,  and  second,  to  sell  our 
machines.  In  getting  out  these  letters,  we  do  not  special- 
ize for  any  types.  We  take  it  for  granted  that  there  will 
be  enough  normal-reasoning,  clear-sighted,  everyday 
people  read  them,  so  that  we  can  ignore  cranks,  slipshod 
thinkers,  penny-wise  and  pound-foohsh  types.  In  the 
same  way  that  large  credit  houses  have  discovered  that 
between  97  and  100  per  cent  of  the  public  at  large  is 
honest,  so  have  we  been  convinced  that  between  97  and 
100  per  cent  of  the  American  farmers  have  more  or  less 
inteUigence.  We  do  not  go  after  the  minimum  class, 
that  is,  those  between  the  97  and  100  percent. 

"A  large  corporation  such  as  ours  is  subject  to  con- 
tinuous attacks  by  interested  parties,  which  would  tend 

[86] 


LETTERS  THAT  MAKE   GOOD 

to  create  an  impression  unfavorable  to  us,  irrespective 
of  any  basic  grounds  for  such  attacks.  To  offset  these 
statements  we  frequently  have  recourse  to  form  letters. 
These  letters  we  try  to  make  convincing,  straightforward, 
and,  as  far  as  possible,  we  take  the  farmer  right  into  our 
confidence.  We  call  these  our  good-will  letters.  When 
we  write  a  letter  to  sell  anything,  our  policy  is  the  same. 
We  go  in  a  straightforward  way  after  a  sale  through 
a  letter  exactly  as  if  we  were  talking  to  the  possible 
purchaser.  We  do  not  try  to  put  in  any  fine  phrasing; 
we  abominate  conventional  forms,  and  we  rely  entirely 
on  good  straight  'reason  why'  copy  to  make  the  sale." 

§6  In  the  letters  on  pages  104  and  105  the  first  paragraphs 
form  the  point  of  contact  between  writer  and  reader.  These 
are  two  of  a  series  used  to  supplement  the  work  of  the  salesmen. 
Their  tone  and  brevity  make  them  well  adapted  for  this  purpose, 
where  the  hard  work  of  the  selling  talk  is  left  to  the  salesmen. 
§7  The  letter  on  page  106  is  a  good  example  of  a  good- will 
letter  with  headline  opening.  It  is  frank  in  tone  and  should 
inspire  confidence  in  the  customer. 

§8  On  Page  107  is  an  example  of  the  humorous  form  of  opening 
paragraph.  The  same  tone  is  carried  throughout  the  letter  and 
forms  a  human  interest  story.  This  letter  was  used  by  a  firm 
that  circularizes  constantly  and  letters  of  this  t>pe  are  frequently 
sent  out.  This  style  is  quite  permissible  when  not  overdone. 
§9  The  two  letters  on  pages  108  and  109  were  used  by  a 
manufacturer  of  office  filing  systems  and  were  contributed  by 
them  as  the  most  resultful  of  any  they  have  ever  used. 
§10  On  page  110  is  a  good  example  of  a  direct-hitting  opening. 
It  deals  with  a  specific  idea  in  a  direct  and  brief  way.  This  was 
one  of  a  series  and  as  such  seems  to  be  an  ideal  letter,  but  would 
not  be  so  well  adapted  to  any  tailoring  house  not  well  known 

[87] 


LETTERS  THAT  MAKE   GOOD 

breaking  into  new  trade.  This  kind  of  opening  is  usually  effective 
and  wastes  no  words  in  getting  down  to  "brass  tacks." 
§11  The  letter  on  page  111  uses  the  headline  style  of  opening. 
It  was  intended  for  the  advertiser  who  had  been  confining  him- 
self to  a  restricted  campaign  in  a  small  territory  or  to  the  adver- 
tiser who  does  not  feel  able  to  pay  the  rate,  but  who  is  using  a 
combination  of  other  publications  that  cost  more  and  reach 
fewer  of  the  desired  class.  The  letter  on  page  112  was  originally 
written  to  answer  a  man  who  questioned  the  quality  of  circula- 
tion of  this  medium  and  was  afterward  kept  and  used  as  a  form 
for  answering  the  same  class  of  objections.  Many  a  good  form 
letter  has  been  evolved  in  this  way. 

§12  The  letters  on  pages  113  and  114  are  two  that  brought 
the  best  results  for  a  directory  company.  The  first  one  uses 
the  question  form  of  opening  and  the  question  is  a  direct  one. 
In  the  second  the  opening  is  in  the  nature  of  a  headline  and 
depends  on  arousing  the  curiosity  to  read  further. 
§13  The  "Night  Letter"  on  page  115  affords  a  very  striking  ex- 
ample of  pulling  power.  Its  success  is  attested  to  by  the  fact 
that  the  orders  received  directly  in  reply  to  it  amounted  to 
$1,600,000. 

It  has  been  the  practice  for  a  number  of  years  for  this  firm 
to  send  off  these  telegrams  on  New  Year's  Eve,  stating  the  exact 
condition  of  the  underwear  market  and  thus  posting  the  cus- 
tomers, giving  valuable  information  upon  which  they  can 
act  immediately.  In  most  cases  a  response  was  received  by 
return  telegram  at  the  expense  of  the  firm,  dupHcating  the 
order  of  the  previous  year  or  increasing  it  anywhere  from  35 
to  100  percent. 

§14  Mr.  S.  R.  McKelvie  contributed  the  letters  on  pages  116, 
117,  and  118  as  three  which  were  unusually  good  producers  of 
business.  The  one  "Pigs  is  Pigs"  produced  a  single  order  of 
$436.80. 

[88] 


LETTERS  THAT  MAKE   GOOD 

§15  The  letter  on  page  119  was  used  by  a  brokerage  house  and 
was  unusually  productive.  There  was  a  very  high  percentage 
of  the  cards  returned  and  the  sales  from  these  inquiries  were 
highly  satisfactory.  It  has  the  tone  of  inside  information  with- 
out saying  it  in  so  many  words  and  from  that  point  of  view 
would  appeal  to  the  investor. 

§16  The  letter  on  page  120  was  contributed  by  Mr.  D.  M. 
Grover  and  commented  on  by  him  as  follows: 

"My  aim  was  to  bring  out  two  facts:  First,  that 
mutual  insurance  was  something  which  was  not  new  to 
the  citizens  of  Iowa  and  which  furnishes  sound  indem- 
nity; second,  it  was  economical.  It  brought  a  high 
average  of  results." 

§17  The  letters  on  pages  121  and  122  attempt  to  reach  the 
prospect  through  some  condition  which  has  been  selected  by 
analysis  as  a  vital  point  of  contact  on  which  to  base  the  appeal. 
Both  were  good  puUers  though  perhaps  the  former  is  a  little  too 
general  and  commonplace. 

§18  The  letter  on  page  123  was  used  to  introduce  a  new  line  of 
cocoa  through  the  mail.  The  opening  is  attractive  and  would 
lead  any  woman  receiving  it  to  read  it  through.  It  will  be  seen 
that  the  reader  is  led  subtly  through  the  selling  arguments  to 
the  "string"  on  the  free  offer.  The  letter,  however,  pulled  a 
large  percentage  of  results. 

§19  On  page  124  is  a  letter  that  was  very  productive  of  results 
for  a  boys'  camp.  The  appeal  was  made  to  physicians  to  en- 
courage boys  in  whom  they  were  especially  interested  to  go  to 
a  small  camp  whose  advantages  were  such  as  to  make  it  espe- 
cially adapted  to  boys  liable  to  be  imder  the  physician's  care. 
The  letter  is  not  written  from  the  point  of  view  that  would  in- 
terest a  parent  as  there  is  no  appeal  to  the  heart  side.    It  takes 

[891 


LETTERS  THAT  MAKE   GOOD 

the  practical  vie\vpoint  of  the  physician  and  results  proved  that 
this  was  the  correct  one. 

§20  In  the  letter  on  page  125,  note  how  the  point  of  contact 
between  writer  and  reader  is  made  in  the  first  sentence.  This 
letter  is  written  to  a  selected  list  and  is  a  good  example  of  what 
may  be  done  if  lists  are  classified  and  special  letters  written  in- 
stead of  making  a  general  letter  do  for  the  whole  list. 
§21  The  letter,  page  126,  is  a  good  example  of  the  short  letter. 
The  entire  letter  is  scarcely  more  than  an  opening  calling  atten- 
tion to  an  enclosure.  Its  record  results  were  doubtless  due  to 
its  brevity  and  to-the-point-ness. 

§22  The  letter  on  page  127  uses  the  story  form  of  opening  de- 
pending on  securing  interest  through  curiosity.  This  style  of 
opening  usually  makes  a  good  impression  if  it  illustrates  a  point 
and  if  the  recipient  takes  time  to  read  it.  In  this  case  the  short 
paragraphs  make  it  look  less  formidable  and  this  feature  perhaps 
made  it  a  good  result-getter. 

§23  The  letter  on  page  128  is  a  good  example  of  the  question 
form  of  opening.  The  second  paragraph  states  an  incident  that 
would  naturally  interest  the  class  to  whom  this  letter  was  sent. 
The  question  opens  the  way  for  the  stor\'  which  is  told  in  a  serious, 
convincing  way  throughout. 

§24  On  pages  129,  130,  and  131  are  three  letters  that  were  used 
by  an  enterprising  newsdealer  in  soliciting  trade  in  a  select  dis- 
trict. The  quality  of  stationery  used  and  the  general  tone  of 
the  letters  would  appeal  to  the  more  discriminating  prospects 
addressed. 

§25  The  four  letters,  pages  132,  133,  134,  135,  have  open- 
ings which  are  attention-getting  and  at  the  same  time  not  too 
"smart,"  and  each  harmonizes  well  with  the  remainder  of  the 
letter.  Too  often  openings  like  these  which  are  little  more  than 
headlines  are  far-fetched  and  not  well  connected  with  the  body  of 
the  letter. 

[90] 


LETTERS  THAT  MAKE   GOOD 

§26  The  letter  on  page  136  made  use  of  a  check  for  $1  which 
applied  on  the  first  purchase  under  certain  conditions.  This 
would  naturally  attract  attention  and  secure  a  reading  for  the 
letter.  The  letter  proved  a  big  business  getter,  and  the  return 
of  the  checks  made  it  very  easy  to  tabulate  results.  A  list  of 
those  returning  checks  would  also  be  a  valuable  new  list  to  follow 
up  with  still  further  special  offers. 

§27  The  letter  on  page  137  brought  into  the  store  over  50  per- 
cent of  the  prospects  to  whom  it  was  sent.  It  created  the  best 
sort  of  feeling  and  while  open  to  criticism  in  many  ways,  proved 
to  be  a  very  valuable  business-getter.  The  opening  paragraph 
has  the  absolutely  selfish  viewpoint  of  the  advertiser,  yet  is 
so  put  that  the  old  customers  to  whom  it  was  sent  would  doubt- 
less take  it  somewhat  in  the  nature  of  a  compliment.  The 
compliment  is  taken  up  again  in  the  third,  fifth  and  sixth  para- 
graphs in  such  a  way  as  hardly  to  be  resisted  by  women.  The 
fact  that  the  letter  would  put  the  advertiser  under  obligation  to 
any  prospect  who  came  to  the  store  in  response  to  it  would 
make  the  prospect  feel  absolutely  free  to  inspect  the  goods — it 
would  then  be  up  to  the  salesman,  as  it  is  in  every  case  where 
an  advertisement  brings  a  prospect  into  a  store. 
§28  The  two  letters  on  pages  138  and  139  are  commented  on 
by  Mr.  Frederick  W.  Aldred  as  follows: 

"These  letters  were  carefully  filled  in  with  names 
of  customers.  The  linen  letter  was  written  to  a  picked 
list  of  twelve  hundred  women,  all  of  whom  were  known 
personally  to  the  signer,  our  Vice-President.  The  re- 
sults would  not  have  been  so  great,  of  course,  except 
that  this  is  done  annually.  Nevertheless,  we  have  done 
a  tremendous  volume  of  business  in  fine  linens  during 
this  sale  and  at  times  women  have  had  to  make  appoint- 
ments ahead  in  order  to  get  the  attention  of  the  signer. 

[911 


LETTERS  THAT  MAKE   GOOD 

"The  second  letter  (page  139)  pulled  so  hard,  and 
that  from  the  very  best  class  of  women  in  the  state, 
that  we  were  obliged  to  put  up  a  fence  on  the  stairway 
leading  to  the  Trocadero  and  let  women  in  and  out  by 
small  groups.  Our  sales,  of  course,  were  tremendous 
for  a  store  of  our  size. 

"The  open  sesame  to  good  letter  writing  is  the 
phrase  'You  versus  I'  which  instantly  with  compelling 
force  impresses  upon  one  while  writing  the  fact  that 
the  other  fellow's  point  of  view  is  all  important  and 
mine  of  absolutely  no  importance  whatever,  except  in 
so  far  as  I  can  change  my  point  of  view  to  his  and 
direct  the  latter  to  the  results  aimed  at,  whether  these 
results  be  buying  goods,  speaking  at  a  dinner,  voting 
for  a  candidate  or  doing  a  favor. 

"This  is  as  true  of  personal  and  friendly  letters 
as  of  business  letters,  altho  not  always  apparently  so 
for  the  reason  that  you,  as  a  friend,  may  be  intensely 
interested  in  my  personality,  thoughts,  and  experi- 
ences; while  you  as  a  business  man  are  only  interested 
,  in  business  letters  for  the  direct  bearing  they  have  on 
your  business  interests  or  professional  pursuits." 

§29  The  quotation  used  in  the  opening  of  the  letter  on  page 
140  would  be  sure  to  interest  the  class  to  whom  it  was  sent.  It 
deals  with  technical  questions  while  the  letter  on  page  141  talks 
mere  quality.  The  contrast  between  these  two  letters  emphasizes 
the  importance  of  getting  the  prospective's  viewpoint  and  making 
the  letters  personal. 

§30  In  the  letter  on  page  142  the  point  of  contact  is  made  in 
the  personal  question  in  the  first  paragraph.  The  attention  of 
the  reader  can  nearly  always  be  held  by  mentioning  some  former 
transaction  or  incident  that  will  connect  the  reader's  mind  with 
the  business  to  be  taken  up. 

[92] 


LETTERS  THAT  MAKE   GOOD 

§31  The  rather  unique  way  of  typing  the  letter  on  page  143 
brought  many  comments  and  more  orders.  It  proved  that  an 
occasional  letter  will  attract  attention  on  its  appearance,  espe- 
cially if  the  form  is  so  pleasing  and  so  easy  to  read  as  this  one. 
§32  The  letter  on  page  144  was  contributed  by  Mr.  Edw.  S. 
Babcox  as  one  imusually  productive  of  results  in  advertising  a 
recipe  outfit  to  women.  A  specific  instance  is  an  order  written 
on  the  margin  of  the  letter  and  received  more  than  two  years 
after  the  letter  was  sent  out.  The  letter  opens  with  a  testi- 
monial, which  is,  if  the  testimonial  be  brief  and  strong,  a  very 
good  way  of  getting  interest.  In  this  case  the  testimonal  states 
something  specific  and  descriptive.  The  body  of  the  letter  is 
plain  and  convincing,  and  the  close  suggests  definite  and  imme- 
diate action. 

On  page  145  is  another  letter  from  the  same  source.  The 
opening  paragraph  is  frank  and  therefore  unique.  This  very 
point  would  win  for  it  a  reading  in  a  great  many  cases.  The 
frank  tone  is  maintained  throughout,  and  altogether  the  letter 
is  one  that  should  inspire  confidence. 

§33  The  letter  on  page  146  has  the  news  value  opening  which 
would  be  sure  to  get  attention.  This  opening  gives  opportunity 
to  make  the  letter  personal  in  its  tone  and  this  has  been  taken 
advantage  of  in  this  case. 

§34  The  two  letters  on  pages  147  and  148  use  the  question 
form  of  statement  for  emphasis.  The  first  letter  would  appeal 
to  the  business  man  who  was  uncertain  as  to  the  best  filing 
methods  for  his  needs,  and  would  bring  the  desired  inquiries. 
These  two  letters  brought  a  large  amount  of  business  for  a 
branch  office  of  a  filing  cabinet  manufacturer. 
§35  On  page  149  is  a  letter  used  to  follow  up  notices  in  the 
trade  papers.  This  furnishes  a  reason  for  writing  and  makes  the 
letter  personal.  The  results  from  this  letter  were  probably  due 
more  to  the  plan  than  to  the  letter  itself. 

[93] 


LETTERS  THAT  MAKE  GOOD 

§36  The  three  letters  on  pages  150,  151,  and  152  were  big  pro- 
ducers for  a  manufacturer.  The  first  two  use  the  anecdote  form 
of  opening.  The  first  paragraphs  are  too  long  to  attract  the 
busy  man,  but  are  more  permissible  in  this  form  of  opening  as 
it  allows  of  the  whole  story  being  told  at  once.  The  third  letter 
uses  the  curiosity-arousing  headline  opening  and  then  comes 
right  to  the  selling  talk. 

§37  On  page  153  is  a  letter  that  was  sent  out  by  a  manufacturer 
to  farmers,  and  which  proved  to  be  a  big  result-getter.  This 
letter  makes  use  of  the  headline  opening  paragraph  in  a  very 
effective  way.  The  writer  of  this  letter  has  the  viewpoint  of  the 
prospective  and  shows  him,  as  the  opening  paragraph  suggests, 
how  to  accomplish  the  ends  he  has  in  view. 
§38  On  page  154  is  a  letter  sent  by  a  large  manufacturer  to  a 
list  of  farmers  and  which  proved  to  be  very  efficient  in  bringing 
results.  It  is  written  from  the  right  point  of  view  and  is  an  ex- 
cellent example  of  the  kind  of  letter  that  should  appeal  to  the 
farmer  who  wishes  to  progress  along  the  lines  of  modern  efficiency. 
§39  The  letter  on  page  155  opens  with  a  paragraph  intended 
to  arouse  curiosity  as  to  the  application  of  this  much  told  story. 
This  opening  is  adapted  to  good-will  letters  of  this  sort  but  is 
scarcely  strong  enough  for  pulUng  direct  replies. 
§40  On  pages  156,  157,  and  158  are  three  letters  used  by 
trade  journals  to  sell  advertising  space.  They  open  from  the 
reader's  point  of  view  and  are  straight-selling  talk  throughout. 
The  first  two  close  with  a  strong  bid  for  action,  the  other  takes 
the  attitude  of  a  mere  fertilizer  for  more  vigorous  suggestions  to 
follow. 

§41     The  letter  on  page  159  makes  a  point  of  contact   with 
the  reader  by  introducing  some  letters  from  other  advertisers. 
Such  use  of  facts  always  makes  a  strong  letter. 
§42     The  two  letters,  pages  160  and  161,  were  contributed  with 
the  following  comments: 

[94] 


J 


LETTERS  THAT  MAKE   GOOD 

"The  longer  letter  (page  160)  we  sent  out  first 
some  time  ago  when  the  interest  in  tariff  revision  was 
at  its  height.  We  began  by  using  it  in  Kansas  City 
where  it  made  such  a  favorable  impression  that  it  was 
finally  sent  to  nearly  all  of  our  branch  cities.  In  Kan- 
sas City  it  was  mailed  to  about  1,000  automobile 
owners.  It  eventually  pulled  into  the  branch  more 
than  200  new  customers. 

"The  other  letter  (page  161)  approached  the 
subject  directly  and  brought  splendid  returns. 

"We  are  great  believers  in  circularizing  by  letter  • 
under  first-class  postage.  We  make  it  a  point  never  to 
send  out  a  letter  unless  we  have  something  to  say  that 
is  of  real  interest  to  the  recipient.  We  nearly  always 
enclose  a  return  postcard  and  according  to  the  kind  of 
letter  count  on  from  10  to  33  percent  of  responses. 
We  believe  it  is  safe  to  say  that  no  other  one  form  of 
>  advertising  has  brought  us  the  direct  returns  in  doUars 
and  cents  that  we  have  received  from  our  circularizing 
during  the  past  two  years." 

§43  The  letters  on  pages  162  and  163  were  good  pullers  for 
this  firm.  A  point  of  contact  is  made  in  the  opening  paragraphs 
in  each  letter  which  makes  them  appear  personal. 
§44  The  letter  on  page  164  is  strong  in  imagination.  It  aims 
to  create  irresistible  desire  by  its  tempting  descriptions.  It  is 
in  no  way  personal  and  depends  for  its  point  of  contact  on  the 
chance  that  some  of  the  delicacies  described  will  appeal  to  the 
reader. 

§45  The  letters  on  pages  165  and  166  are  characteristic  of  all 
that  are  sent  out  by  this  firm.  They  are  believers  in  a  distinct- 
ive style  and  in  brevity.  They  always  use  the  firm  name  instead 
of  the  usual  "we"  in  all  letters. 

[95] 


LETTERS  THAT  MAKE   GOOD 

§46  On  page  167  is  a  letter  that  went  out  about  the  time  of 
the  occupation  of  Vera  Cruz.  It  was  not  expected  that  it  would 
bring  direct  results,  cumulative  advertising  being  the  object 
as  similar  letters  are  constantly  being  sent  out,  but  it  pulled 
six  per  cent  of  replies  requesting  further  information. 
§47  The  letter  on  page  168  is  one  that  would  naturally  appeal 
to  the  dealer  who  feels  the  competition  of  mail  order  houses. 
This  big  pulling  letter  was  written  by  Mr.  Louis  V.  Eytinge  and 
is  one  of  a  series  used  by  this  firm. 

§48  On  Page  169  is  a  letter  that  proved  very  successful  in 
getting  business  for  an  advertising  service.  It  was  sent  to  retail 
merchants  in  localities  where  the  mail  order  houses  would 
naturally  be  their  great  competitors.  The  opening  paragraph 
gets  right  down  to  the  question  which  is  of  great  interest  to  the 
recipient.  This  letter  was  written  by  Mr.  Louis  V.  Eytinge. 
§49  The  letter  on  page  170  is  one  used  to  foUow  up  inquiries 
for  catalog.  This  opening  is  sure  to  get  the  letter  read  by  any- 
one who  has  sent  for  a  catalog. 

§50  The  letter  on  page  171  makes  its  appeal  through  quality 
and  the  opening  is  one  that  would  hold  the  attention  of  any 
reader.  It  carries  the  short  paragraph  to  extremes  but  is  easily 
read  and  such  a  letter  is  usually  a  distinct  relief  in  the  mass 
of  ordinary  formidable  appearing  letters. 

§51  On  page  172  is  a  letter  that  proved  very  effective  for  the 
firm  using  it.  It  is  one  of  a  series  that  is  sent  at  intervals  but 
each  letter  deals  with  a  different  article.  The  question  opening 
paragraph  arouses  the  curiosity  and  in  the  second  paragraph  the 
proposition  of  real  interest  is  made.  It  will  be  read  through  in 
the  hope"  of  finding  a  means  of  making  more  profit  from  the  corn 
crop.  This  is  an  unusually  well  balanced  letter. 
§52  The  letter  on  page  173  brought  35  per  cent  of  repUes  from 
a  list  of  business  men.  It  was  not  filled  in  and  was  originally 
a  one-page  circular  letter  sent  under  a  one-cent  stamp. 

[96] 


■  : 


BV  THE 

E  PRmTINO  COMPANY 
ON,  MASS. 


L.  Adler,  Brothers  &  Co. 

MAKERS   OF 

ADLER  ROCHESTER  CLOTHES 

ROCHESTER,  N.  Y. 


Dear  Sir:- 

Let's  get  shoulder  to  shoulder  and  hoost  Spring  and 
Summer  business. 

Let's  make  this  a  big  year.  We  caji  do  it  -  together. 
But  we've  got  to  get  action  -  verysoon  too. 

Men,  everywhere,  are  beginning  to  think  of  buying 
clothes.   It's  up  to  us  to  sell_them. 

You  are  handling  the  best  value  clothes  in  town.  You 
ought  to  sell  every  man  whose  custom  is  worth  while.  You 
can! 

You  have  newspaper  space  at  your  command.  ?£i2t_Z2Hr 
arguments.  Men  want  to  be  convinced. 

Beginning  with  the  |3600  page  in  Saturday  Evening  Post, 
March  25th,  we're  telling  them  what_kind  of  clothes  we  make. 

You  can  very  economically  make  this  page  yours  -  and 
each  page  of  every  publication  we  use  thereafter  -  by  adver- 
tising that  you  sell  ••♦♦*•  clothes. 

Will  it  pay?  Well,  tr2;_i t_and_8ee !  Remember,  we're 
working  with_j^ou,  and  for_you. 

Sincerely  yours, 


[97] 


NEW  YORK 


BALTIMORE 


Fettds^sell-Andrews  Company 

ELECTRICAL  MERCHANDISE 
BOSTON 


SET   IN    COPPERPLATE   GOTHIC   SHADED 

LITMOTONE    BRASS    RULE 

AMERICAN   TYPE   FOUNDERS    COMPANY 


Dear  81r:- 

Having  In  mind  the  fixtures  you  secured  here  some  time 
ago,  it  has  occurred  to  us  that  perhaps  you  might  like  to 
examine  a  oopy  of  our  new  Portable  Lamp  catalog  for  the  sea- 
son of  1911-12  in  advance  of  its  general  distribution. 

Many  of  the  designs  are  exclusive,  and  to  be  had  only 
of  us.  Hence,  although  the  illustrations  have  been  confined 
to  inexpensive  aind  medium-priced  suggestions  for  portable 
lamps,  yet  they  offer  many  a  pleasing  hint  of  the  extent  and 
variety  of  our  complete  line,  which  includes  many  leunps  so 
individual  and  distinctive  that  only  one  of  a  kind  are  of- 
fered for  sale. 

Portable  lamps  make  ideal  holiday,  wedding,  and  birth- 
day gifts.  We  therefore  suggest  that  you  visit  us  in  the 
near  future,  and  see  if  the  line  of  drawing  room,  reading, 
and  desk  lamps  on  display  in  our  Fixture  Studios  will  not 
help  you  to  solve  the  always  perplexing  gift  problem — solve 
it  with  a  minimum  of  bother  and  a  maximvun  of  satisfaction. 

Sincerely, 


[98] 


WRIGHT^ LEAVENS  COMPANY 

WHOLESALE 

CROCKERY  •  CHINA  •  GLASSWARE 


No.  54  WASHINGTON  ST.,  NORTH 


BufFalo,  N.  Y. 


IN   OELLA   nOBBt*        DELLA   ROBBrA   ORNAMENT 

IICAN   TYPE   FOUMDERS   COMPANY 


Dear  Sir: 

Ihen  you  bouj^t  from  us  last  year  you  will  remember 
irtiat  I  said  about  our  new  German  buyer,  and  what  great 
things  I  expected  of  him. 

He  has  more  than  made  good.  When  I  arrived  in  Boston 
last  week  and  saw  the  enormous  number  of  entirely  new  euid 
striking  decorations  that  he  has  brought  over  I  at  once 
thought  of  you,  for  I  know  that  you  will  be  Just  as  enthu- 
siastic as  I  am  over  this  new  line  of  popular  price  goods. 

This  new  German  buyer  is  an  American  and  spends  moat  of 
his  time  studying  the  demands  of  the  American  market.  He 
knows  Just  what  the  buying  public  wants,  and  he  has  shown  re- 
markable ability  in  his  selections.  The  extent  «uid  variety, 
the  delicate  tintings  and  beautiful  shapes  of  this  new  line 
will  please  you  and  your  customers  Just  as  much  as  it  pleases 
me — it  is  well  worth  waiting  for. 

Each  year  for  five  years  I  have  been  improving  my  line, 
always  making  careful  selections  to  meet  the  requirements  of 
my  trade,  and  now  that  I  eun  coming  to  know  yo'ur  wants  better 
I  am  confident  that  this  year  you  will  say  ♦*•♦♦♦  has 
the  best  line  of  popular  price  goods  you  have  ever  seen. 

I  am  now  busy  selecting  samples  for  my  Import  trip  and 
will  see  you  as  soon  as  I  can.  It  will  pay  you  to. see  my 
line  before  ordering,  for  it  means  greater  satisfaction  to 
you  and  your  trade. 

I  am  thankful  for  past  favors  euid  wish  you  a  big  191S. 

Yours  very  truly, 


[99] 


S.   C.    PARRY,   PRESIDENT  T.  H.   PARRY     GeN'L   SUPT  L.   D.   GUFFIN,   TREASURER 

E.  R.  PARRY,  Vice-President  A.  M.  PARRY,  Secretary 

F^BHY  HMUF^OTUiDii  OOlF^iY 

THE   LARGEST   CARRIAGE   FACTORY   IN   THE   WORLD 

iOMDES,  Sy^^ETS,  FMETOiS,  i^lWliS  WMO 

SPRING   WAGONS,   DELIVERY    WAGONS   AND   CARTS 

Indianapolis,  Ind.,  U.S.A. 


SET  IN  BOSTON  GOTHIC  AND  LINING  GOTHIC 
THE  H.  C.  HANSEN  TYPE  FOUNDRY 
BOSTON  AND  NEW  YORK 


Dear  Sir:- 

Are  you  "fussy"  about  the  gear  work  on  the  "buggies 
you  sell? 

Then  look  into  the  features  we  are  offering  on  the 
1912  ♦**•**  line.  You'll  be  proud  to  offer  them  to  your 

trade,  Mr. ,  just  as  we  are  to  call  2|our  attention  to 

them. 

In  the  first  place,  the  wheels  and  all  the  gear  work 
are  thoroughly  seasoned  hickory  -  the  clear,  tough  kind 
that  grows  right  here  in  Indiana.  It's  the  best  in  the 
world,  ajid  other  builders  from  Maine  to  Missouri  come  here 
for  it. 

Axles;  They're  one  piece  -  made  from  one  bar  of  steel. 
There  is  no  weld.  Did  you  ever  notice  that  most  of  the 
axle  breeikages  are  at  the  weld? 

Springs;  oil  tempered,  elastic  and  scientifically 
graded.  They  are  not  stingy  in  length  either  -  thirty-six 
inches  on  most  work. 

rifth  wheels;  Twelve  inches  wrought  on  all  "A"  and  "B" 
work.  Malleable  used  on  "C"  grade. 

Clips,  bolts,  etc.,  are  all  wrought  -  reaches  are  orosa 
and  diagonally  braced. 

Think  how  easy  it  is  to  investigate! 

Yours  truly, 


[100] 


S.  C.  Parry,   pres,  E.    R.   Parry,   vicc-prcs. 


L.     D.    GUFFIN.    TRCAS. 


T  'H.  Parry.  gkn*l"Supt. 


A.   M.   Parry,   sec. 


Parry  Manufacturing  Company 

BUGGIES      SURREYS      PHAETONS       DRIVING    WAGONS 
SPRING  WAGONS       DELIVERY  WAGONS       CARTS 


ADDRESS    ALL    LETTERS    TO 
'.   PARRY    MFO.    CO..     INDIANAPOLIS 


THE    LAROEST    CARRIAGE    FACTORY 
IN     THE     WORLD 


INDIANAPOLIS.    IND..    U.S.A. 


StT    BV   THE 

POOLE  PRINTiMG   COMPANY 

■  OSTON,    MASS. 


Dear  Sir:- 

As  a  dealer  you  are  a  buyer  of  work  as  well  as  a  seller. 

In  your  role  as  seller  you  find  that  the  people  with 
whom  you  deal  usually  have  two  mighty  well  defined  ideas 
when  they  buy  buggies.   They  want  good  goods  and  they  want 
low  prices.  Some  are  more  interested  in  the  low  prices; 
others  make  quality  the  principal  consideration  -  but  all 
wajit  both. 

Here's  how  we  meet  the  demand  - 

We  go  into  the  raw  material  markets  and  make  purchases 
in  immense  quantities.  That's  one  big  saving.  The  raw 
stuff  comes  to  us  in  car  quantities  -  that  meaais  no  leakage 
for  transportation.  We  work  it  up  under  the  most  systematic 
methods  that  a  corps  of  the  world's  best  manufacturing  ex- 
perts can  devise  -  more  saving.   It  is  done  in  a  factory  that 
is  known  throughout  the  land  for  its  completeness,  comfort- 
able appointment  and  excellent  arrangement.  Prom  the  time 
the  steel  is  refined  and  the  oak  and  hickory  are  milled  out 
of  the  log,  until  they  come  together  in  the  finished  vehicle, 
there  is  no  opportunity  for  waste. 

We  do  the  economizing  for  you  -  the  price  proves  it. 

Yours  truly, 


[101] 


International  Harvester  Company  of  America 


(Incorporated) 


Champion  Deering  ^^Ovvx^^  lM-^^^//A^  McCormick         Milwaukee 


General  Offices  at  Chicago,  U.  S.  A. 


SET    IN    DORSEV  AND   OORSEY   EXTRA   CONDENSED 

VERSATILE   ORNAMENT 

AMERICAN  TYPE  FOUNDERS  COMPANY 


Dear  Sir: 

You  can't  do  very  araoh  with  2  cents  nowadays,  espe- 
cially in  some  directions.  In  these  times  of  excessively 
high  prices  it  wouldn't  buy  much  food,  but  2  cents  spent 
in  a  certain  way  will  do  more  than  you  realize. 

Spent  in  hired  men's  wages,  2  cents  would  get  you 
practically  nothing.  Supposing  you  had  a  chance,  however, 
to  get  a  hired  mein  who  would — 

Grind  6  bushels  of  com  for  2  cents 
Pump  3,000  gallons  of  water  for  2  cents 
Cut  1  1/2  tons  of  ensilage  for  2  cents 
Shell  40  bushels  of  com  for  2  cents 
Separate  800  pounds  of  milk  for  2  cents 
Run  your  spraying  outfit  for  a  couple 
of  hours  for  2  cents — 
you  would  Jump  at  the  chance  to  get  this  man,  wouldn't  you? 
We  are  offering  you  one  now.  An  I  H  C  gasoline  engine 
will  do  these  things  at  a  cost  of  2  cents  for  fuel.  Can 
you  get  an  equal  amount  of  work  done  by  ajiy  other  iieaiis 
for  the  same  money? 

This  is  because  each  tiny  drop  of  gasoline  is  an  ocean 
of  energy,  and  em  Z' H  C  gasoline  engine  transforms  more  of 


[102] 


International  Harvester  Company  of  America 

(Incorporated) 

Oenepal  Offices  at  Chicaifo,  U.  S.  A.. 


C'hanipion  Deerintf  IVf  of^omiiok  Rf  il^vaukee  Plan*! 


£T  IN  MEMBERS  OF  THE  LITHO  FAMILV 
OERICAN  TYPE  FOUNDERS  COMPANY 


-8- 

tbis  snergy  Into  aotual,  useful  work  than  any  other  engine 
built. 

We  might  mention  more  about  the  aotual  economy  of 
operating  an  I  H  C  engine,  but  there  are  other  important  ' 
things  to  be  considered.  There  is  the  release  from  the 
worries  of  the  uncertain  hired  help  problem.  Isn't  it 
worth  something  to  have  an  absolutely  dependable  power  at 
your  oommeaid  day  or  night,  summer  or  winter,  in-doors  or 
out-of-doors — a  power  that  will  work  for  you  this  year  and 
for  years  to  come? 

It  will  cut  short  the  time  you  now  spend  over  msuiy 
a  hard,  disagreeable,  unprofitable  task,  and  give  you  more 
time  for  leisure  and  pleasure. 

An  I  H  C  engine  is  one  of  the  most  potent  factors 
making  for  a  better,  easier  emd  more  profitable  farm  life. 

We  have  an  attractive  engine  catalogue  reserved  for 
you.  It  describes  the  I  H  C  line  fully.  Woiildn't  you 
like  to  look  at  it?  Say  the  word  and  we  will  cheerfully 
send  it. 

Yours  truly, 


1103] 


z' 


SET  IN  TYPO  UPRIOHT  BOLD 
AMERICAN  TYPE  FOUNDERS  COMPANY 


Dear  Slr:- 

Our  Mr.  **♦♦♦*  left  with  you  an  art  glass  catalogue 
the  last  time  he  visited  ♦*•♦*♦.  We  want  to  keep  in 
close  touch  with  you  on  this  particular  line,  for  we  feel 
that  hy  working  together  on  this  subject  we  will  be  able  to 
give  better  value  in  art  glass  than  you  have  been  able  to 
obtain  elsewhere. 

Art  glass,  like  ajiy  other  article,  changes  in  style, 
and  the  art  glass  to-day  differs  materially  from  the  art 
glass  of  five  years  ago.  We  are  prepared  to  carry  out  any 
color  scheme  or  design  to  conform  with  the  architecture  of 
the  house,  a  point  that  is  worthy  of  your  consideration. 

The  next  time  you  have  a  particular  Job,  wish  you  would 
let  us  figure  on  the  art  glass  and  give  you  the  benefit  of 
our  experience  in  this  line. 

Yours  truly, 


[104] 


iWiblanli  (glass  anb  ^aint  Company 

(tBlass,  S^iuore,  jj&aints,  Brusl)es 


ffilrbentt)  anti  {^atnatti  Streets 

Dmafta,  I3e6., 


■T  IN  CABLON  TEXT 
i«HICAN  TYPE  FOUNDERS  COMPANY 


Dear  8ir:- 

'Tis  to  our  mutual  interest  to  discuss  fully  the  prop- 
osition made  by  our  Mr.  ♦•**♦•  wherein  he  urged  you  to 
take  up  the  sale  ©f  *  *  •  •  *  •  paint  and  aot  as  our  dis- 
tributor in  Idaho  Falls  and  vicinity. 

We  have  made  overtures  to  you,  for  we  believe  that 
you  appreciate  the  superiority  of  *****  *  paint  and 
will  make  for  us  the  best  distributor.  You  will  identify 
yourself  with  the  most  progressive  line  of  paint  on  the 
market  and  we  believe  you  will  give  us  the  best  outlet  as 
general  western  Distributor. 

The  paint  story  is  a  long  story,  but,  briefly,  it 
resolves  itself  into  oo-operation  between  the  distributor 
and  the  manufacturer.   The  best  brand  of  paint  on  the  market 
unless  properly  advertised  will  meet  with  a  limited  sale. 
For  this  reason  we  know  that  you  appreciate  the  advantage  and 
the  benefits  you  will  derive  in  identifying  yourself  with 
the  best  advertised  line  in  the  country.  Mr.  *••♦♦•  will 
go  into  details  fully  on  the  subjeot  the  next  time  he  calls. 

Yours  truly, 


[105] 


B.  F.  GOODRICH  COMPANY 


Chicago  Philadelphia 

Cleveland        St.  Louis 
Kansas  City  Minneapolis 
Indianapolis  PittsburB: 
Mexico  City 
London  Paris 


MANUFACTURERS  OF  ALL  KINDS  OF  THE  HIGHEST  GRADES  OF 

Rubber  Goods 


Our  products  are  handl 
in  New  York,  Buffalo  a: 
Boston  by  The  B.  F.  Gog 
rich  Co.  of  New  York. 
Agencies  in 
Seattle  and  Portland 


(v4.kron,  Ohio. 


SET   IN   800KHAN   OLDSTVLE        CAST   PANEL    PIECES 
AMERICAN   TYPE   FOUNDERS   COMPANV 


CO-OPBRATIOI. 


Dear  Sir:- 


This  word  "co-operation"  is  one  of  the  finest,  strongest 
meaning  words  in  the  English  language  hut  it  is  so  calloused 
from  hard  and  free  usage  that  you  have  to  dig  under  the  skin 
in  order  to  find  it  if  it  is  the  Simon  pure  article. 

The  next  time  it  is  passed  on  to  you  as  an  incentive  to 
Join  forces,  forget  the  glamour  of  the  word  and  ask  your- 
self - 

How  much  of  a  help  has  this  would-be  giver  of  co- 
operation been  to  me  in  the  past? 

Where  are  the  specific  instances  showing  my  cause 
championed  -  my  business  interests  advanced  by  the  past 
actions  of  this  would-be  foster  brother? 

Is  there  sufficient  evidence  of  absolute  impartiality, 
good  faith,  good  goods? 

Does  the  leopard  change  its  spots? 

How  as  pertains  to  the  case  direct.  We  have  not  all  of 
a  sudden  seen  a  new  light.  We  have  no  new  argument  or  new 
brand  of  confidence  to  offer.  Ours  is  the  same  Goodrich 
method  that  has  been  in  force  from  the  beginning  of  the  tire 
industry.  It  has  made  friends,  made  business  -  good  business 
for  all  concerned.  It  is  built  on  confidence  with  the 
knowledge  that  confidence  begets  confidence  and  that  in- 
creased power  and  momentum  are  bound  to  follow. 

Co-operation!  It  is  a  good  thing.  You  need  it.  We 
need  it.  But  remember  that  for  you  it  should  be  something 
more  than  a  promise,  something  more  than  a  new  name  or  un- 
tried organization,  something  more  than  mere  shouting  from 
the  house-tops. 


Old  friends  are  best. 


Yours  truly. 


[106] 


PHILADELPHIA  ROCHESTER  ST.   LOUIS  CINCINNATI  LOUISVILLE 


q)< 


■^O   SLOPE   AND   TYPO   GOTHIC 
■    TYPE   rOUNOERS   COMPANY 


Dear  Slr:- 

His  naiae  wsui  Snartam  and  he  wor«  iriilskers. 

Name,  whiskers,  and  all  considered,  he  was  an  unusual 
IndividueLL  even  for  those  days,  but  as  the  Intei-venlng  years 
have  painted  his  portrait  on  the  canvas  of  our  memory,  we 
gaze,  reflect,  and  Insist  that  had  he  lived  In  these  days. 
Instead  of  being  a  country  school  teacher  he  would  consti- 
tute one  entire  show,  smd  that  a  headllner  act  In  vaudeville. 

One  night  in  every  thirty  during  the  winter  tern  we 
would  assemble  at  the  sohoolhouse  for  a  "debate." 

"Resolved,  "something  or  other,  it  did  not  maJce  much 
difference  what,  so  many  on  the  "affirmative,"  so  many  on 
the  "negative,"  emd  then  for  two  hours  it  waa  a  miniature 
United  States  Senate,  the  only  discernible  difference  being 
that  we  were  not  paid  for  doing  it. 

The  only  thing  that  we  can  remember  about  Smartam  or 
the  debates  that  really  stuck  by  us,  the  only  thing  that 

f  roved  of  any  lasting  benefit,  was  Smartam' s  oft  repeated 
njunctlon,  "After  you've  made  your  'p'int'  quit  talkin'. 
The  more  you  say  after  that  weakens  your  case." 

We  think  by  this  time  we  have  made  our  "p'int"  with 
reference  to  ******  ,  Too  much  reiteration  simply 
results  in  irritation.  Once  again,  therefore,  and  the  last 
time  for  the  present  at  least,  we  say  that  in  any  place 
where  you  are  using  a  silk  thread,  you  can  substitute 
******  at  a  saving  in  thread  cost  of  1^.     That  it 
is  being  largely  used,  we  simply  mention  one  city  as  proof 
(St.  Louis)  where  95^  of  the  shoe  manufacturers  are  using 
it  with  great  satisfaction  in  the  place  of  silk. 

We  enclose  still  another  postcard,  respectfully  asking 
you  to  return  it  to  us  requesting  samples. 

Very  truly  yours, 


[107] 


NEW  YORK  CHICAGO  WASHINGTON 

FILING  DEVICES  AND  SUPPLIES 

Muskegon,  Mich. 


SET   IN   CASLON   TEXT  AND   RECUT   CASLi 
AMERICAN   TYPE   FOUNDERS   COMPANY 


HAS  IT  STRUCK  YOU 
IN  JUST  THIS  WAY? 

Dear  Sir:- 

If  you  saw  an  employee  throwing  fifty-oent  pieces  out 
of  the  window^  you  would  be  "Jarred,"  to  say  the  least. 

But  you  will  say:  "It  can't  happen."  No,  not  in  just 
this  way,  but  are  you  quite  sure  that  -  as  seconds  and  min- 
utes represent  dollars  and  cents  -  you  are  not  losing  more 
than  the  equivalent  in  time  because  some  particular  part  of 
your  office  work  is  not  handled  in  the  most  efficient  way? 

In  one  case,  the  loss  would  be  quickly  detected  ajad 
instantly  stopped,  but  in  the  other,  the  leak  might  go  on 
unchecked  for  weeks,  or  months  -  even  years.   THINK  IT  OVER. 

"Scientific  Management  in  the  Office,"  a  little  booklet 
we  have  just  issued,  points  out  a  few  possibilities  along 
this  line  and  shows  some  of  the  different  channels  through 
which  time  slips  away,  business  is  lost  and  money  wasted. 

If  you  would  like  a  copy  it  will  be  sent,  with  our  com- 
pliments, upon  return  of  the  postal  enclosed. 

IT  PAYS  TO  INVESTIGATE. 

Yours   truly, 


[108] 


T 


MAIN  OFFICE  AND  FACTORY,  MUSKEGON,  MICH. 


THE  SHAW-WALKER  CO, 

FILING  DEVICES  AND  SUPPLIES 

BLE  ADDRESS,  "Sha\wwalk,"  Muskegon 

Muskegon 


IN   CLEARFACe   GOTHIC        QUADRUPLE   CAST   SQUARES 
tRlCAN   TYPE   FOUNDERS   COMPANY 


CAN  YOU  GET  IT 
WHEN  YOU  WANT  IT? 


Dear  Sir:- 


When  you  want  a  letter,  an  order,  an  invoice,  or  any 
office  record  you  want  it  QUICK. 

It  may  mean  a  thousand  dollars,  some  day,  to  be  able  to 
find  instantly  Brown's  quotation,  Smith's  order  or  the  copy 
of  Jones's  letter,  for  on  this  particular  record  may  hinge 
an  importajit  decision. 

You  have,  perhaps,  already  installed  a  filing  system  to 
take  care  of  such  problems,  but  is  it  thoroughly  efficient  - 
does  it  enable  you  to  get  what  you  want  when  you  want  it  - 

INSTANTLY? 

Every  business  man  to-day  seeks  to  keep  abreast  of  the 
times  and  wants  to  KNOW  the  latest  and  best  methods  devised 
to  promote  efficiency  and  save  work. 

To  meet  the  widespread  interest  in  more  efficient 
office  methods  we  have  issued  an  interesting  booklet  cover- 
ing the  field  of  VERTICAL  FILING,  of  which  we  have  made  a 
specialty  for  many  years,  and  we  shall  be  pleased  to  send 
you  a  copy,  upon  return  of  the  postal  enclosed,  without  any 
obligation  whatever  on  your  part. 

IT  PAYS  TO  INVESTIGATE. 

Yours  truly, 


[109] 


^t\ttmun  ^jttlarinj  (f  antf  ?mg 


"($lotJ;«s  af  Cfualitg" 


287   FULTON   STREET 


ProoHytt,  ^.f. 


SET   IN    INLAND   COPPERPLATE   AND   TYPO   GOTHIC        COLLINS   FLORET 
AMERICAN   TYPE    FOUNDERS   COMPANY 


Dear  Sir:- 

No  two  men  are  alike. 

You  have  individual  requirements  in  dress.  You  want 
clothing  that  will  add  to  your  appearemoe,  not  detract  from 
it.  Here  iiB  where  tailoring  skill  comes  in. 

The  designing  in  our  shops  is  under  the  personal  di- 
rection of  a  member  of  the  firm,  who  devotes  all  his  time 
and  energy  to  this  work.  He  has  an  enviable  reputation  for 
producing  clothing  of  rare  distinction. 

Making — not  selling — clothing  is  our  business.   If  a 
garment  is  made  right  it  sells  itself.   If  we  make  you  one 
suit  you  are  sure  to  come  to  us  when  you  want  another. 

If  you  desire  to  have  the  best  there  is,  come  in  and 
see  us. 

Yours  very  tiruly. 


[110] 


jJEW  YORK  OFFICE,  Number  One  Hundred  and  Fifty  Nassau  Street  CHICAGO  OFFICE,  First  National  Bank  Building 

1 r 


"  Successful  Farming " 

SUCCESSFUL  FARMING  PUBLISHING  COMPANY 


T.  MEREDITH,  Publisher 


^TRATHMORE   OLDSTYLE        VERSATILE   ORNAMENTS 
>N   TYPE   FOUNDERS   COMPANY 


Des  Moines,  Iowa 


Dear  Sirs:- 

SFRBAD  OUT! 

Don't  be  content  with  doing  business  In  your  own  town! 
Don't  be  satisfied  with  the  trade  of  your  neighbors  in  your 
own  county!  Don't  limit  your  ambition  to  state  wide  mar- 
kets! 

You  have  as  good  a  right  to  the  trade  of  all  the  north 
central  states  as  any  one  has.  Manufacturers  from  every 
state  in  the  Union  sell  their  products  in  Iowa.  Don't  be  on 
the  defensive!   Be  aggressive.   Carry  the  fame  of  Iowa  made 
goods  into  other  communities. 

Iowa  is  known  as  a  farming  state.   Don't  apologize  for 
that,  boast  about  it.  Meike  it  the  foundation  on  which  to 
build  a  high  tower  of  confidence  that  shall  carry  the  beacon 
light  of  your  trade  mark  ajnd  the  Iowa  trade  mark  to  guide 
the  farmers  of  the  North  Central  States  to  your  factory 
doors  through  the  regular  chsinnels  of  trade. 

More  than  500,000  of  these  farmers  in  the  great  agri- 
cultural heart  of  the  country  of  which  Iowa  is  the  center, 
have  subscribed  for  •*****,  an  Iowa  farm  paper,  because 
we  have  acted  on  the  advice  we  are  giving  you  -  we  have  their 
confidence  because  we  have  made  good  to  them.  

We  are  in  a  position  to  introduce  you  to  these  500,000 
farmer  friends  of  ours.   They  know  that  our  introduction 
carries  with  it  our  guarantee  of  fair  dealing  on  your  part 
for  we  will  not  carry  the  advertisement  of  a  dishonest  firm 
any  more  theui  we  would  introduce  a  known  thief  to  our 
bankers. 

If  you  do  not  receive  ••••••  write  for  sample  copy 

and  advertising  rates,   ••••♦•  reaches  more  prosperous 

farmers  in  the  north  central  states  them  are  reached  by  any 
other  advertising  medium  of  any  kind. 

Yours  very  truly. 


il 


[1111 


SET   IN    BEWICK    ROMAN   AND   CHAUCER   TEXT 

CHAP-BOOK   QUIDONS 

AMERICAN   TYPE   FOUNDERS   COMPANY 


SUCCESSFUL  FARMING  PUBLISHING  COMPANY 

CIRCULATION  PROVED  BY  POST  OFFICE  RECEIPTS  OR  NO  PAY 
N.  Y.  OFFICE  150  NASSAC  ST.  »  CHICAGO  OFFICE  FIRST  NATl.  BANK  BtDG. 


Des  Moines,  Iowa 


t 


r 


Dear  Slrs:- 

A  very  large  percentage  of  our  old  subscribers  are 
sending  us  renewals  of  their  subscriptions  for  two,  three, 
five  and  even  ten  years. 

They  must  like  **♦***. 

The  places  of  those  who  do  not  renew  are  filled  up  by 
other  fanners  whose  subscriptions  are  sent  in  by  our  old 
subscribers  when  they  send  us  their  own  renewals. 

They  recommend  ♦♦**•♦  to  their  friends. 

Aside  from  renewals  from  old  subscribers  and  the  sub- 
scriptions sent  in  by  old  subscribers,  we  secure  our  sub- 
scriptions from  lists  of  people  who  have  bought  buggies  or 
farm  implements  or  seeds  or  incubators  or  similar  things 
because  they  saw  them  advertised  in  farm  papers. 

They  are  valuable  additions  to  our  subscription  list. 

These  are  paid  subscriptions  -  paid  for  by  the  person 
whose  name  appears  on  the  list.  We  will  match  their  buying 
power,  thousand  for  thousand,  against  the  buying  power  of 
the  subscribers  of  any  publication  of  general  circulation 
in  the  United  States. 

We  can  safely  recommend  that  kind  of  a  subscription 
list  to  advertisers. 

Yours  very  truly. 


[112] 


ac 


DDoai 


DO 


Atlanta  City  Directory  Co. 


Ah 


DDDDI 


Bell  Telephone  IM.  1161  and  3026 


LIMIFACe  GOTHIC        MONOTONE   BORDER        INLAND   BORDER 
lyPE  FOUNDERS   COMPANY 


61  1-2  E.  ALABAMA  STREET 

Atlanta,  Ga. 


Gentlemen :- 

Could  you  use  the  servicea  of  a  most  faithful,  inslst- 
ant,  polite,  tireless,  never-lose-an-order  and  always  on- 
the-job  salesman:  one  who  will  work  accurately  and  speedily, 
day  and  night  every  hour  of  the  year  without  prompting, 
pushing,  or  perquisites? 


We  can  furnish  you  such  a  salesman.   It  is  The 
thiru  its  "Classified  Business"  department. 


•  *  «  « 


This  Classified  Business  Department  is  the  only  complete 
"Buyers  Guide"  obtainable  of  the  City  of  *  *  ♦  ♦  *  •.  Every 
buyer,  be  he  stranger  or  citizen,  must  consult  it  if  he 
would  know  who  is  selling  what  he  wants  to  buy:  or  obtain 
the  most  and  best  for  his  money. 

If  you  are  represented  in  it,  under  such  classifica- 
tions as  would  cover  your  business,  you  will  surely  get  many 
chances  to  sell  your  goods  that  you  may  miss  if  not  repre- 
sented. 

Bach  classification  is  equivalent  to  a  salesman:  or  an 
open  door,  thru  which  the  world  can  buy  your  goods. 

The  cost  of  each  classification  or  salesman:  or  open 
door,  with  your  name  in  black  type  is  only  $2  a  year. 

We  enclose  a  sample  illustrating  the  service  we  offer 
you:  while  this  shows  many  different  classifications  grouped 
on  one  page,  they  would  when  published  in  the  City  Directory 
appear  in  their  proper  alphabetical  position  throughout  the 
Classified  Business  Department  of  over  100  pages  and  in  cor- 
rect place  to  guide  the  prospective  buyer  into  your  store. 

The  *•♦•*♦  City  Directory  is  consulted  over  five 
million  times  a  year:  don't  you  think  that  it  would  be  worth 
|2  a  year  to  have  a  chance  at  that  many  opportunities  to  do 
business?  If  you  do,  ring  up  M.  1161. 

Respectfully, 


DD 


[1131 


JOSEPH   W     HILL,  PHKSIDENT  WALTER   O     KOOTE,   Sect.] 

'  "*""'*"''^  '  ^^"  *■ '"'   BELL  t:^lephone  :vr.  iiei  A.X13  32eo 

Atlanta  City  Directory  Co. 

AXAILING   TWISTS   TTURNISHED 

OK  ALL  VOCATIONS  IN   ANY   PART  OF"  THE  WORLD.        CIRCITLARB  ADDRKSBED   AND  MAII.^D 

CURRENT  DIRECTORIES  OK  ALL  IMPORTANT  CITIES   IN   THE  UNITED  STATES 

AND  CANADA,   ALSO   SOME  OF  OTHER   COUNTRIES,  ON    KILE  FOR 

THE   KREE   REFERENCE   USE  OF   PATRONS 


AlEXlIlER  A.SBOC1ATION 
A.MERICAN  DlRKCTORY  PURUSHERS 


SET  IN   ENGRAVERS  SHADED  AND  CARD   MERCANTILE 
AMERICAN  TYPE  FOUNDERS  COMPANY 


ei^  E.  ai^abam:a  street 


\, 


tentlement- 

One  million  readers  a  day  for  114.00.  Are  you  inter- 
ested? 

On  April  10th  we  made  you  an  exceptional  advertising 
offer:  to  cover  all  the  cities  of  America  for  you,  on  one 
order  and  one  electro. 

We  know  the  offer  is  large,  tut  we  also  know  the  cost 
is  small,  and  we  know  the  service  is  good,  "because  it  reaches 
the  test  class  of  people  in  the  world:  the  office  and  store 
workers  of  America  -  the  very  people  who  "buy  2[our  goods. 

We  can  offer  you  one  million  (1,000,000)  money-making 
and  spending  people  every  day,  who  will  READ  your  advertise- 
ment, at  the  most  favorable  time  for  you  -  the  time  when 
they  are  in  the  "buying  mood  -  when  they  need  your  goods  - 
when  they  have  all  the  facilities  for  "buying  at  hand  -  the 
Telephone,  Bookkeeper,  Stenographer,  Clerk,  Check  Book,  and 
Office  Boy.  the  com"bination  is  perfect:  and  it  holds  good 
every  minute,  of  every  hour,  of  every  working  day  in  the 
year. 

You  can  try  this  service  in  one  town  in  one  State,  or 
in  all  the  towns  of  all  the  States,  at  a  cost  of  from  |l0.00 
up. 

Compare  our  cost  with  that  of  emy  other  respectable 
printing  advertising  medium. 

Compare  our  readers,  the  Merchants,  Lawyers,  Physicians, 
Ministers,  Buyers,  Bookkeepers,  Credit  Men,  Stenographers: 
in  a  word  the  entire  progressive  commercial  element  of  Amer- 
ica: with  those  of  any  other  medium  -  then  send  us  your 
first  order  you'll  repeat  -  we  know  it. 

Respectfully, 


[114] 


2289  F 


NIGHT   LETTER 

THE  WESTERN  UNION  TELEGRAPH  COMPANY 

INCORPORATED 

25,000  OFFICES  IN  AMERICA  CABLE  SERVICE  TO  ALL  THE  WORLD 

lrt  c.  clowry,  president  belvidere  brooks,  QENERAL  MANAOCR 


RECEIVER'S   No. 


TIME  FILED 


CHECK 


HD  the  following  NIGHT    LETTER  subject  to 
e  terms  on  back  hereof  which  are  hereby  agreed  to 

Dr.  to  The  Western  Union  Telegraph  Co. 

Message  to by dated 191. 

off  Words Rate  Amount  $ 

(Sgd.).. 


Dear  Slr:- 

SPOT  COTTON  FIFTEEN  AND  A  HALF  CENTS  TO-DAY.   TEN  CENTS 
IS  BASIS  OF  OUR  PRICES  FOR  FAIL  NINETEEN  ELEVEN  ON  "MERODE" 
AND  "HARVARD  MILLS"  HAND-FINISHED  UNDERWEAR  WITH  NO  CHANCE 
IN  QUALITIES,  FINISH  OR  FABRIC. 

MILLS  OUTPUT  LAST  SEASON  LARGER  THAN  EVER  BUT  IMPOSSI- 
BLE TO  KEEP  AHEAD  OF  DEMAND.   YOUR  URGENT  CO-OPERATION 
NECESSARY  TO  INSURE  PROMPT  DELIVERIES. 

WIRE  AT  OUR  EXPENSE  YOUR  ENTIRE  WANTS.   GIVE  DETAILS 
TO  SALESMAN,  NOW  ON  ROAD. 

Yours  truly, 


SENDER 


13  [115] 


EDITORIAL  AND  BUSINESS  MANAGEMENT  BOTH  DIRECTED  BY  S.  R.  McKELVIE 

Published  Every  Week  a  Member  Associated  Farm  Papers 


^ 


Lincoln,  Neb. 


SET   IN    CLOISTER    BLACK,    NEW   CASLON   AND    NEW   CASLON    ITALI 

ART   OANAHENTS 

AMERICAN   TYPE   FOUNDERS   COMPANY 


Dear  Slr:- 

"Pigs  is  Pigs": 

Some  pigs  "is"  scrubs.  Other  pigs  "is"  $7.10  per  owt. 

These  "other  pigs"  are  the  kind  grown  down  on  the  •  •  • 
FARMS  in  Clay  County.  Fifty- five  head  of  twelve -months -old 
porkers — Poland  Chinas  grown  and  fed  upon  the  old  •  •  *  *  ♦ 
homestead — sold  at  St.  Joseph,  Mo.,  recently  for  $22.17  per 
head,  the  price  per  hundred  pounds  being  |7.10,  which  was 
the  top  of  the  market  for  that  day. 

ft 

This  is  simply  one  instance  in  dozens  of  times  that  the 
Poland  Chinas  from  the  ••♦♦•♦  farms  have  topped  the 
market.  SAM  **•*••  President  *•*•♦*  Company,  is 
the  oldest  and  most  successful  breeder  of  Poland  China  hogs 
in  Nebraska  to-day.  He  has  been  at  it  for  over  twenty-five 
years  now,  and  to  this  day  he  takes  as  ouch  pride  in  his 
farm  and  live  stock  as  any  man  ever  did. 

I  eun  telling  you  this  because  I  want  you  to  know  that 
the  •♦♦♦**  is  owned  and  edited  by  farmers — actual  farm- 
ers--pure  bred  farmers- -farmers  who  have  earned  the  name  of 
toiling  in  the  soil  and  amid  the  fields  and  live  stock  and 
have  made  a  success  of  it. 

You  know  mighty  well  that  the  farm  paper  which  is  thus 
ably  edited  is  read  from  "kiver"  to  "kiver"  by  the  very  best 
class  of  farmers,  and  they  have  confidence  in  its  teachings, 
and  in  its  advertisers  as  well. 

Very  respectfully  yours, 


[116] 


-iMffi 


Member  Associated  Farm  Papers    |   IM^^^nPwrllPQil^Vi    I    Established  1869- Issued  Weekly 


e^ti^ini^^iii^i 


The  Nebraska  Farmer 

UNDER  THE  EDITORIAL  AND  BUSINESS  MANAGE  MENT  OF  S.  R.  McKELVIE 


-  Vurk  Office,  Fifth  Avenue  Building 
:ago  Office,  Steger  Building 


I   CLCAOFACE   AND   CLEARFACE   ITALIC 
.TILt   OUNAMENTS 
CAN  TYPE   FOUNDERS    COMPANY 


Lincoln 


Dear  Slr:- 

THIS  IS  A  CIRCULAE  LETTER-but  don't  you  dare  "ditch"  it. 

LISTEN! 

By  Judicious  placing  of  his  advertising,  ♦♦♦♦♦• 
of  this  city  has  "built  up  the  largest  lightning  rod  business 
anywhere.   In  fact,  I  believe  he  sells  more  rods  than  all 
other  manufacturers  combined.  He  sells  entirely  through 
dealers  by  first  creating  a  demand  amongst  farmers  as  a  re- 
sult of  advertising  in  high  class  farm  papers. 

Recently,  Mr.  ♦•••**  received  the  following  letter 
from  ♦•♦*♦*  Bellwood,  Neb.:  "I  have  been  reading  your 
ad  in  the  *•**♦*,   The  publisher  of  that  paper  guaran- 
tees all  his  advertisers."  And  he  enclosed  with  that  letter 
the  order  for  rods  for  his  buildings,  paying  Mr.  •**•♦• 
more  for  his  rods  on  the  strength  of  this  guarantee  than  he 
would  have  had  to  pay  the  local  dealer  of  another  concern. 

I  guarantee  the  reliability  of  *****  *  advertisers. 
And  it  pays  me  as  well  as  the  advertiser.   I  have  had  to 
make  good  a  few  losses,  and  I  have  thrown  out  of  the  *  ♦  •  ♦ 
a  few  large  advertisers  who  could  not  stand  investigation. 
But  you  can  bet  your  old  hat  that  with  the  guarantee  which 
appears  dn  the  editorial  page  of  the  ♦*•*♦•  each  week, 
the  reliability  of  every  advertiser  is  pretty  thoroughly 
investigated  before  he  is  admitted. 

Is  it  worth  any  more  to  you  to  have  your  advertisement 
in  a  publication  which  eliminates  all  medical  advertising, 
all  fake  stock  selling  schemes,  all  irresponsible  and  un- 
reliable advertisers,  and  GUARANTEES  THE  RELIABILITY  OP  ALL 
ADVERTISING  THAT  IT  ACCEPTS? 

If  it  is,  you  know  where  to  find  us. 

By-the-way,  Nebraska  has  the  finest  crop  prospect  eve* 
known  in  the  history  of  the  state.  Big  Doin's.  Pine  rain 
last  night. 

Yours  cordially, 


[117] 


oc 


Established  1869 
Weekly 


THE  NEBRASKA 
FARMER 


Member  Associax 
Farm  Papers 


NEW  YORK  OFFICE,  Fifth  Avenue  BuildinK 


Lincoln,  Neb. 


SET   IN    MEMBERS   OF  THE   CENTURY   Vt 
AMERICAN   TYPE   FOUNDERS   COMPANY 


IILY        TWENTIETH    CEN 


My  Old  Trlend  and  Nolghbor: 

I  address  you  In  this  way  because  having  been  bom  in 
Clay  County,  and  lived  there  the  first  twenty-one  years  of 
my  life,  I  feel  a  sort  of  first  interest  in  everyone  who  gets 
his  mail  at  ^airfield,  or  Clay  Center,  or  any  of  the  other 
towns  around  there.  Yes,  Sir,  I  think  "Old  Friend  and  Neigh- 
bor" is  the  right  term. 

What  I  started  out  to  tell  you  is  this:   Since  I  left 
the  Old  Farm  down  there  I've  been  pluggin'  along  in  the  farm 
paper  business.   I'll  have  to  admit  that  it  hasn't  been 
smooth  sailing  all  along  the  line,  but  I've  now  got  a  paper 
of  my  own — anyhow  it's  in  the  family — and  I'm  mighty  proud 
of  the  ♦•*•*♦..  iim  trying  to  make  it  a  clean,  up-to- 
date,  reliable  farm  paper — not  one  of  the  kind  that  is  run 
to  catch  advertising,  but  one  that  tells  facts  about  pro- 
gressive farming. 

T'other  day  when  I  was  in  Fairfield  I  met  "Ike"  Evans 
— you  know  "Ike" — and  I  think  everyone  in  that  community 
should  read  his  paper.  Well  "Ike"  says  to  me:  "He,  I  w«uttt  to 
send  your  *•*••♦  to  a  list  of  my  farmer  friends  around 
here.  I'll  Just  pay  you  to  send  it  to  them  for  ten  weeks, 
amd  at  the  end  of  that  tine  I  want  you  to  stop  sending  it." 
And  I  told  him  I  would.   Then  I  told  "Ike"  that  I  would  make 
him  a  special  price  on  my  paper  and  I  wanted  him  to  do  the 
same,  suid  we.  agreed.   So  if  you  want  to  subscribe  for  both 
of  our  papers  for  one  year  you  csm  get  the  two  for  fl.50,  or 
if  you  want  the  *•**♦*  for  one  year  you  can  get  it  for 
75  cents  by  handing  the  money  to  "Ike." 

Now  when  that  ten  weeks  is  up  for  which  "Ike"  paid  me 
to  send  you  the  •*****I'm  going  to  stop  sending  it, 
because  he  asked  me  to  do  so,  and  that's  my  policy  of  doing 
business.   I  just  take  it  for  granted  that  if  a  fellow  does 
not  renew  he  does  not  want  my  paper,  and  I  cein't  afford  to 
take  the  chance  of  incurring  your  ill  pleasure  by  sending 
you  something  that  you  don't  want.   I  trust,  however,  that 
you  will  subscribe  for  my  paper  for  a  year — through  "Ike"— 
and  I  believe  you  will  find  it  worth  the  money. 

Your  old  friend  and  neighbor, 


[118] 


3TON  NEW  YORK  CHICAGO  DENVER  SAN  FRANCISCO 

llllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllilllllllllllllllllllllllllllllllllll^ 

E.  H.  ROLLINS  &  SONS 

Investment  Bonds 

No.  200  DEVONSHIRE  STREET 

Boston,  Mass. 


U   MEHSenS   OF   THE   CHELTENHA 
E    FOUNDERS   COMPANY 


Dear  Slr:- 

On  or  about  Hay  3,  1912,  we  shall  offer  our  clients  the 

opportunity  of  subscribing  to  an  issue  of  First  Mortgage 

forty-year  six  per  cent  gold  bonds,  at  a  price  to  yield 
nearly  six  per  cent. 

At  date  of  writing  we  are  not  at  liberty  to  give  you 
further  particulars,  other  than  to  say  that  these  bonds  are 
secured  by  First  Mortgage  on  the  property,  rights  and  fran- 
chises of  a  prosperous  Public  Service  Company,  serving  a 
rioh  region  in  Central  California,  and  that  the  protection 
offered  to  the  bond  holders  by  the  provisions  of  the  mort- 
gage and  the  value  euid  earnings  of  the  property  are  in  full 
accord  with  our  high  standard  of  requirement. 

Our  San  Francisco  office  is  bringing  out  this  issue  of 
bonds  and  the  Calif omia  market  will  absorb  most  of  them. 
We  have,  however,  in  the  interests  of  our  eastern  clients, 
persiiaded  our  San  Francisco  office  to  allot  us  a  share  in 
the  offering. 

In  accordance  with  our  practice,  our  customers  will 
receive  the  particulars  two  days  in  advance  of  the  public 
offering.   If  you  wish  us  to  extend  the  same  opportunity  to 
you,  we  shall  be  very  pleased  to  do  so  on  receipt  of  the  en- 
closed card.   This  card  is  stamped  and  bears  your  name  emd 
ours.  All  that  is  necessary  for  you  to  do  is  to  put  it  in 
the  mail.  You  will  then  receive  advance  particulars  of  an 
unusually  attractive  offering. 

Very  truly  yours, 


[119] 


i 


otua  implement  iWutual 
Snsiurance  ^sisfociation 


OflBce  of  Secretary,  NEVADA,  IOWA    ▼    mutual  phone  92 


OFFICERS 

p.  F.  ARNEY,  Frnlini 

Marshfllltown 

J.  L.  FARRINGTON,('/«.Pr.j. 

Iowa  Fillt 

JAMES  McCOY,  Trtai.,  Colo. 

D.  M.  GROVE,  Sic,  Nevada 

DIRECTORS 

J.  L.  McMAHON,  State  Center 

A.  J.  SOWERS,  Bedford 

A.  MAYER,  Bancroft 

HOMER  E.  PITCHER,  Spencer 

G.  L.  MILES,  Grinncll 


Sattliir 


] 


SET   IN    CLOISTER    BLACK   AND   NEW   CA5L0N 
INLAND   BORDER    NO.    1241  CHAP-BOOK   GL 

AMERICAN   TYPE   FOUNDERS    COMPANY 


Dear  Sir: 

Are  you  satisfied  with  the  cost  of  your  Pire  Insurance? 

Would  you  like  to  be  with  a  company  which  divides  its 
profits  among  the  policy  holders? 

This  is  done  because  this  is  a  Mutual  ComiJany  eind  no 
dividends  have  to  be  returned  to  stock  holders  as  they  do  in 
old  line  companies.   The  Mutual  insureince  idea  in  Iowa  is 
advancing.  Time  was,  but  a  short  time  ago,  when  there  were 
but  few  Commercial  Mutuals  doing  business  in  this  state. 

Now  there  are  many The  Lumbermen,  Grocers',  Grain  Dealers', 

Hardware  Dealers',  Druggists', and  more  talked  of;  in 

addition  to  these,  we  have  other  Commercial  Mutuals',  and 
over  150  Parmers'  Mutuals.   There  is  now  $617,000,000  of 
insurance  in  force  in  the  Mutuals  of  Iowa,  as  shown  by  the 
last  report  of  the  Auditor  of  State.  And  why  not?  They  are 
under  State  Supervision  and  must  do  business  according  to 
law.   They  have  saved  thousands  of  dollars  for  their  policy 
holders  and  have  promptly  met  every  loss  and  expense. 

This  Company,  in  less  than  nine  years,  has  returned 
|38,000  to  its  patrons.  We  have  up  our  legal  reserve  and 
our  debts  are  paid.  We  want  you  with  us  and  a  line  to  this 
office  will  bring  you  euiy  information  which  you  desire  con- 
cerning this  Company  or  its  methods  of  business.  May  we  not 
hear  from  you? 

Yours  respectfully, 


[120] 


;1TERS  AND  PRODUCERS  OF  CATALOGUES  AND  FINE  BOOKLETS  OF  ONE  OR  MORE  COLORS.  FOLLOW>UP  SCHEMES.  ETC. 

$oole  printing  Company 

Designers  of  Particular  Advertising 

LARGEST  PRODUCERS  OF  TYPEWRITER  LETTERS  IN  THE  U.  S. 


251  CAUSEWAY  STREET 

Boston,  Mass. 


4  CLOISTER  BLACK  AND  NEW  CASLON 
1  PRINTINO  CO.,    BOSTON,    MASS. 


Dear  Sir:- 

Do  you  know  we  cam  help  you  to  make  more  money  —  get 
more  orders  and.   cash  —  out  of  your  form  letters? 

Tremendously  vital  to  your  profits,  isn't  it?  Yet  it 
is  Just  as  sure  as  taxes. 

The  strategic  end  of  a  letter  is  the  "fill-in"  —  the 
name  and  salutation  —  the  personal  element.  Why?  Because 
at  first  glance  the  reader  either  believes  you  are  addressing 
him  or  knows  your  letter  is  not  a  letter  hut  a  circular  sent 
to  everybody. 

On  this  one  point  you  win  or  lose  with  a  great  many 
people.  The  yawning  waste-basket  either  gets  a  contribution 
or  you  get  a  reply  or  an  order,  or  both. 

We  can  offer  to  help  you  maJce  money  out  of  your  letters 
because  we  have  perfected  a  method  which  makes  the  "fill-in" 
a  perfect  match  with  the  body  matter.  The  letters  are  just 
as  personal  as  if  written  on  the  typewriter. 

You  get,  as  a  result,  a  greater  percentage  of  readers, 
and  that's  why  you  receive  more  replies  —  have  more  music 
in  your  cash  drawer. 

Don't  you  think  these  advantages  are  worth  at  least  one 
trial  order?  And  considering  the  value  to  you  of  bigger 
results,  won't  it  be  money  in  your  pocket  to  send  the  order 
to  us  now  —  to-day? 

Very  respectfully. 


[121] 


POOLE  PRINTING  COMPANY 


DESIGNERS  AND 
PRODUCERS  OF 
FINE  CATALOGS 
OF  ONE  OR  MORE 
COLORS.  BOOK- 
LETS, FOLLOW-UP 
SCHEMES.  WILL 
SUBMIT  DUMMIES 


ORIGINATORS  AND  DESIGNERS  OF  UP-TO-DATE   IDEAS  FOR 

Particular  Advertising 


Largest  Producers  of  Typewriter  Letters  in  the  United  States 


ADDRESSING  BY 
HAND  OR  BY  TYPE- 
WRITER.  AUTO- 
MATIC  MACHINES 
FOR  PRINTING, 
FOLDING,  SEALING 
COMPLETE  LISTS 
FOR  ADDRESSING 


SET   IN    MEMBERS   OF   THE    CLEARFACE    FAM 
AMERICAN    TYPE   FOUNDERS    COMPANY 


NOTONE   BORDER 


251  Causeway  Street 

Boston,  Mass. 


Gentlemen: 

Your  salesman  did  not  atop  to  see  Jones  &  Co.  because 
he  would  have  lost  half  a  day  on  account  of  poor  train 
service. 

How  meiny  firms  like  this  are  there  that  have  been 
dropped  from  your  route  lists  or  only  seen  at  long  intervals, 
and  a  thousand  and  one  you  would  like  to  reach,  were  the 
expense  not  too  great  for  a  traveling  salesman? 

Uncle  Sam  calls  on  them  every  day.  Why  not  send  your 
message  by  him? 

That's  when  a  really  fine  facsimile  letter  such  as  we 
meike  pays  well. 

If  your  letters  or  booklets  do  not  read  strong  enough 
to  suit  you,  we  will  have  our  expert  writer  polish  them  up. 
He  is  practical,  not  theoretical. 

Give  us  an  opening  -  we'll  prove  up  strong  -  we've 
been  getting  stronger  each  of  the  last  fourteen  years. 


Samples  and  prices  for  the  asking.  Use  enclosed  post- 


card. 


Very  truly  yours, 


[122] 


RICHGOODS 

I  —I 

'^Tne  Celeoratea  jVlail  Order  House  for  Cocoa 
Coffee,  JLea,  Cnccolate,  Etc. 


PABST  OLDSTYLC   AND    PABST   ITALIC 
WON   TOY        TBICNY   BCROER 

ICAN   TYPE   FOUNDERS   COMPANY 


,E.C. 


Uadaun, 

Will  you  aooept  a  free  box  of  Chocolates? 

We  are  making  you  this  offer  at  the  suggestion  of  Mrs. 
Talbot. 

Two  new  articles  we  are  introducing  -  a  thoroughly  good 
Coooa,  and  the  finest  Chocolate  it  is  possible  to  produce, 
and  we  want  to  make  known  the  excellence  and  inexpensiveness 
of  both  these  by  the  most  direct  method. 

******  Cocoa  is  manufactured  to  fill  the  demand 
for  a  "quality  cocoa"  at  a  low  price.   It  is  worth  2/6  per 
pound  -  V^d  per  ^   pound  tin  -  at  the  grocers,  but  we  are 
making  it  known,  not  through  the  grocers  or  by  means  of  ex- 
pensive newspaper  or  poster  advertising,  but  in  the  most 
economical  way  possible  -  by  post, 

Onoe  you  have  given  it  a  trial  you  will  be  astonished 
at  its  value,  for  the  price  is  only  2/-  per  pound,  post  paid 
to  your  home. 

Coooa  is  highly  nutritious  and  a  food  in  itself.   •  •  • 
Coooa  contains  all  the  best  qualities  of  the  finest  brands, 
but  is  lower  in  price  thaji  any,  because  there  is  no  one 
between  you  and  the  manufacturer  to  meJce  sui  intermediate 
profit.  You  are  buying  at  first  oost. 

There  are  many  people  who  would  be  glad  to  know  of  this 
Cocoa,  and  we  think  that  several  of  them  are  among  your 
friends.  You  would  be  doing  them  quite  a  good  tuim  if  you 
sent  us  the  neimes  and  addresses  of  say  10  or  more,  so  that 
we  could  send  them  particulars  of  *****  *  Cocoa. 

As  a  slight  appreciation  of  your  trouble  in  doing  so  we 
should  like  to  send  you  a  free  box  of  *****  *  Delicious 
Chocolates. 

Try  the  Cocoa  yourself  by  sending  a  Postal  Order  for 
2/-,  enclose  the  names  of  not  less  than  ten  friends,  and  by 
return  of  post  we  will  send  you  carefully  packed  euid  postage 
paid,  a  one  pound  tin  of  *****  *  Coooa,  and  a  free  box 
of  Chocolates. 

You  needn't  write  a  letter.  Just  fill  in  the  form, 
attach  your  Postal  Order  and  post  to  us  in  the  enclosed  en- 
velope. 

Yours  faithfully. 


[123] 


"The  Right  Place  for  Your  Boy" 
J.  JOHN  BUZZELL,  General  Director  C.  P.  BUZZELL,  M.  D.,  Resident  Physic 

CAMP  NOKOMIS 

IN  THE  WHITE  MOUNTAINS 


SET   IN   STUOLEY  AND   EXTENDED   STUDLEY        INDIAN    BORDER 
AMERICAN  TYPE  FOUNDERS  COMPANY 


Conway,  IN.  M. 


Dear  Doctor: - 

Realizing  that  many  parents  would  like  to  place  their 
boys  in  a  small  select  siumner  camp  where  careful  consider- 
ation is  given  to  the  health  and  development  of  each  indi- 
vidual boy,  Camp  Nokomis  has  been  founded  to  carry  out  this 
idea. 

I  and  my  associates,  all  of  whom  are  enthusiastic 
lovers  and  accomplished  students  of  out-door  life,  will  en- 
lighten the  boys  in  a  practical  and  inspiring  way  from  the 
open  book  of  Nature, which  is  so  elaborate  and  varied  in  this 
particular  region.  The  location  and  leadership  together 
secures  an  atmosphere  "rich  in  mental  and  physical  uplift." 

The  number  of  boys  will  be  limited  so  that  all  may  be 
under  the  personal  care  and  guidance  of  the  director  at  all 
times.  You  will  also  appreciate  the  advantages  of  the  ad- 
vice and  instruction  of  the  resident  physician,  which  is  of 
especial  value  to  the  boy  not  old  enough  or  strong  enough  to 
"rough  it"  for  himself  in  a  large  camp. 

If  you  desire  to  know — for  yourself  or  some  friend — 
more  of  the  natural  advantages  of  Camp  Nokomis  and  of  the 
personalities  of  the  councilors,  all  of  whom  are  unusually 
well  qualified  in  their  special  departments  of  the  work,  I 
will  be  pleased  to  furnish  full  details  either  to  you  or  to 
some  one  whom  you  may  suggest. 

Very  truly  yours, 


[124] 


HAUCER   TEXT   AND    BOOKMAN   OLDSTVLE 
?t   TYPE   FOUMOERS   COMPANY 


OMER,  PreBldent  and  Secretary  R.  W.  LAWRENCE,  Vice  President  and  Treasurer  J.  M.  HOPKINS,  General  Manager 

Printfrs' Jnfe 

The  Weekly  Journal  of  Advertising 

12  West  31st  Street 

%m  ^nxi  (Sit^ 


Dear  Slr:- 

By  having  Joined  an  advertising  club,  you  show  that  you 
are  interested  in  the  science  and  art  of  advertising  and 
that  you  consider  it  worth  while  to  keep  in  touch  with  other 
advertising  men,  to  know  what  they  are  doing  and  thinking 
about. 

That  is  precisely  the  basis  of  PRINTERS'  INK'S  appeal 
and  that  is  why  we  are  writing  you  to  invite  your  subscrip- 
tion to  the  recognized  organ  of  advertising  Interests  every- 
where.  In  fact,  PRINTERS'  INK  itself  is  a  great  big  adver- 
tising forum  and  at  its  weekly  meetings  the  best  and  brain- 
iest men  in  the  business  all  over  the  country  exchange  ex- 
periences. There  isn't  an  issue  from  which  you  can't  get 
inspiration,  suggestion  and  practical  help  in  the  every-day 
problems  of  sales-promotion. 

In  PRINTERS'  INK  of  March  23rd,  S.  C.  Dobbs  of  Coca- 
Cola  and  president  of  the  national  organization  of  advertis- 
ing clubs  will  have  an  article  which  you  will  want  to  see. 
It  is  a  direct  talk  to  members  of  advertising  clubs  and  all 
workers  in  the  advertising  profession. 

We  suggest  that  you  let  your  subscription  begin  with 
this  issue.  You  can  send  us  your  order  for  six  months  (26 
issues)  at  $1.00  or  for  an  entire  year  (52  issues)  at  $2.00. 
A  good  way  to  close  up  the  transaction  quickly  is  to  tuck  a 
two-dollar  bill  in  with  this  letter  and  mail  to  us  at  above 
address. 

PRINTERS'  INK  contains  too  much  that  is  live  and  vital 
for  any  one  interested  in  advertising  to  try  to  get  along 
without  it. 

Yours  very  truly, 


[125] 


POOLE  PRINTING  COMPANY 


Writers  and  Makers  of  Catalogs 
Designers  of  Advertising  Matter 
Printers    to    Particular    People 


TYPEWRITER  LETTERS 


Latest  Automatic  Machi 
Printing,  Folding,  In 
Sealing,  Addressing,  SI 


^1>i 


LARGEST    PRODUCERS    IN    THE    UNITED    STATES 


2980 

Telephones  2981  Richmond 

2982 


•  uiii : 


Dear  Sir:- 

Two  heads  working  together  often  produce  great  results. 

The  knowledge  you  have  gained  from  experience  in  your 
business  has  an  estahlished  value;  the  knowledge  gained  from 
my  eighteen  years'  experience  in  planning,  writing  and  exe- 
cuting form  letters  would  he  valuable  to  you. 

The  two  combined  would  be  sure  to  produce  greater  re- 
sults in  your  mail  campaigns. 

Read  the  enclosed  booklet,  make  an  appointment,  emd 
then  let  us  talk  it  over. 

Yours  very  truly, 


[126] 


^00k  printing  (Ha. 

%\]t  largest  |Jrob«ccrs  of  '(Ev^ttxivitet  Wtttets  in  tljc  Hnitcft  States 


rxx: 


Telephones 
OND   2980-2981-2982 


No.  251   CAUSEWAY  STREET 


|i0stan,  ^!lass. 


Dear  Sir:- 


An  enterprising  oomer  grooer  onoe  filled  a  quart  Jar 
with  beans,  placed  it  in  his  window,  and  offered  five  dollars 
to  the  person  who  guessed  nearest  to  the  number  of  beans  it 
contained. 

Many  widely  differing  guesses  were  registered.  But  one 
man  bought  some  beans,  carried  them  home,  filled  a  quart  Jar 
and  then  proceeded  to  count  them.  He  got  the  five. 

That  is  what  we  do  in  laying  out  a  mail  campaign — we 
first  count  the  beans.  In  other  words,  make  a  careful 
study  of  each  individual  proposition  and  get  the  facts. 

Our  seventeen  years  of  experience  have  resulted  in 
ability  to  recognize  the  important  features  of  any  selling 
proposition,  and  have  developed  some  facility  in  expressing 
them  in  an  attractive  emd  convincing  manner  in  form  letters 
and  follow-up  matter. 

If  you  are  using  letters  that  have  not  produced  just 
the  results  you  are  looking  for,  or  wish  to  start  a  campaign 
by  mail,  let  us  make  an  analysis  and  outline  a  plan  for  you. 

Our  personal  typewritten  letters  never  fail  to  get  a 
reading,  and  we  can  give  you  copy  that  will  get  attention 
and  win  replies. 

A  personal  conference  places  you  \mder  no  obligation, 
auid  may  result  greatly  to  your  advajitage.  Mail  us  the  en- 
closed card  for  an  appointment. 

Yours  very  truly, 


[1271 


MEA.r.  ESTATE 

SPECIAL  ATTENTION^  TO  OARE  ANT) 
RENTAIL.  OK  PROPERTY 


52  Asylum  Street 


SET  IN   ENGRAVERS  SHADED  AND  CARD  MERCANTILE 
AMERICAN  TVPE  FOUNDERS  COMPANY 


Dear  Sir:- 

What  would  you  do  in  a  case  like  this? 
A  widow  owns  a  property-- to  be  exact,  two  apartment 
houses,  rented  out  to  families.  A  party  renting  one  of  the 
flats  and  paying  regularly,  suddenly  fell  behind  in  their 
rent.  Ten  weeks  went  by,  and  no  money  was  forthcoming.  The 
owner  did  not  want  to  turn  the  tenants  out  for  that  would 
mean  a  certain  loss,  neither, did  she  want  to  risk  losing 
more  money.  She  came  to  us. 
This  is  what  we  did. 

We  not  only  kept  her  tenant,  but  got  all  the  money 
owing  and  better  than  that,  kept  the  good  feeling  between 
both  parties. 

That  kind  of  management  makes  the  renting  of  property 
profitable,  and  that  is  the  kind  of  business  we  do. 

Property  renting  is  a  business  with  us.  We  have  studied 
it  in  detail.  Our  equipment  and  facilities  are  perfect.  We 
take  the  course  that  will  result  in  greatest  profit  to  each 
of  our  clients. 

Twenty  years  in  business  are  sufficient  recommendation 
to  Justify  your  giving  us  a  chance  to  prove  out  with  you. 

Yours  very  truly. 


[128] 


I  VENDOME  HOTEL 


t.LOISTER    BLACK   AND   NEW   CASLON 
ItAHENTS 
ftH  TYPE  roiiNDERS   COMPANY 


Boston,  Mass. 


Dear  Sir:- 

You  wish  to  get  your  morning  and  evening  papers  prompt- 
ly and  regularly  every  day. 

It  is  extremely  ajinoying  not  to  be  able  to  get  your 
favorite  paper  at  the  time  when  you  are  accustomed  to  read 
it.   If  it  is  late,  you  haven't  the  time  to  look  it  over  as 
carefully  as  you  would  like.  And  you  want  to  have  it  de- 
livered in  a  manner  that  will  cause  you  no  personal  incon- 
venience. 

We  are  the  only  news  dealers  having  a  stand  in  this 
locality,  and  we  give  especial  attention  to  the  delivery  of 
newspapers  at  residences.   If  you  want  careful  and  courteous 

service if  you  weuit  your  papers  delivered  promptly  every 

day then  you  weuit  just  what  we  are  here  to  give. 

le  shall  appreciate  a  trial  of  our  service  ieuid  shall 
make  every  possible  effort  to  please  you. 

Very  truly  yours. 


[129] 


inMniinMnumiiiniinnmniintinniin' 


nTiunnniiim 

mm 


WifJ}fnkmMii%M\i 


iLniliing 
Paprri 
from  tbr 
lornn 

(Siliri 


isinnnninnmniininninramniinnfminimmiimfinniiinniiiniiiniiiiiiniimiiinniiininniiinnnMinnnnininnnmiHnmMimMmMimniillllllllllllllllllllllllllllll^^ 


SET   IN    CHAUCER   TEXT        12    POINT   BRASS   RULE   NO.    18212 
AMERICAN   TYPE    FOUNDERS    COMPANY* 


Boston, 


Dear  Sir:- 

By  special  arrangement  with  the  delivery  company  we  now 
receive  our  newspapers  earlier  than  heretofore. 

We  have  always  endeavored  to  obtain  every  possible  ad- 
vantage for  our  customers,  and  we  believe  this  new  delivery 
service  will  be  appreciatedT  Our  whole -attention  is  given 
to  this  district,  where  we  are  located,  and  we  make  prompt 
and  regular  deliveries  morning  and  evening. 

We  make  every  effort  possible  to  merit  the  confidence 
of  our 'patrons,  and  if  you  desire  reliable  service,  with  the 
additional  advantage  of  receiving  your  papers  earlier,  we 
shall  be  pleased  to  add  you  to  our  already  large  list  of 
newspaper  customers. 

Telephone  us  to  call  and  arrange  for  delivery  of  your 
papers. 

Very  truly  yours, 


[130] 


TheVend 


ome 


ews 


Stand 


Vendome  Hotel 

BOSTON,  Mass. 


i  cheltenham  olostyle  condensed  and  cheltenham  italic 
les  and  outline  art-tiles      stratmmobe  ornament 
r£an  type  founders  company 


Dear  Sir:- 

You  will  have  to  wait  a  few  days. 

It  makes  no  difference  how  anxious  you  are  to  get  the 
next  installment  or  special  feature  that  interests  you  in 
the  magazine  you  have  subscribed  for--you  must  wait. 

It  has  been  on  the  news-stands  two  or  three  days--it 
always  is,  before  you  get  your  copy.  You  have  paid  your 
money  in  advance  and  you  feel  that  you  ought  to  get  it  as 
soon  as  any  one. 

The  news-stand  editions  of  all  the  magazines  are  always 
out  a  few  days  in  advance  of  subscribers'  copies  by  mail. 
But  place  your  subscriptions  with-  us  and  we  give  you  the 
news-stand  edition  the  minute  they're  out,  and  at  lowest 
club  rates. 

Let  us  give  you  the  rates  so  you  can  make  up  a  list  of 
what  you  wish,  and  begin  receiving  them  at  once. 

Yours  very  truly, 


[131] 


(f  unt^n  ^  (^mn^attg 


^xrlttstii*  ^«»t's  bailors 


102  SUMMER  STREET 


^f  nVt^r,  (l^oiotnbtt 


SET.IN    INLAND   COPPERPLATE   AND   LIGHT   COPPERPLATE   GOTHIC 

LITHOTONE    BRASS   RULE 

AMERICAN   TYPE   FOUNDERS   COMPANY 


Dear  Sir:- 

"Between  Hay  emd  Grass"  is  the  time  between  orops  and 
profit.  Years  ago,  in  my  business,  it  meant  a  lot  of  old- 
style  left-over  goods  to  be  worked  off. 

To-day  it  does  not. 

Right  now  I  have  a  new  line  of  cloths  for  good  dressers 
who  did  not  buy  what  they  wanted  when  the  season  opened. 
These  cloths  came  to  me  between  the  time  of  my  first  rush  of 
fall  work  and  the  time  of  buying  in  for  the  spring  business. 

A  permanent  and  profitable  business  is  what  I  desire  to 
create  emd  maintain.   To  do  this  I  first  have  the  goods  that 
up-to-date  dressers  wemt,  I  do  good  work  and  get  it  out 
promptly,  and  further  than  that,  I  realize  that  all  men  do 
not  buy  their  clothes  on  any  given  date  and  buy  my  stock 
accordingly. 

Call  and  see  me  during  your  lunch  hour  to-day  and  let 
me  show  you  what  "Between  Hay  and.   Grass"  prices  are. 

Yours  very  truly, 


[132] 


yJie/ielana/ ,  \Jnia' 


I  TYPO  UPRIGHT 
SRICAN  TYPE  FOUNDERS  COMPANY 


Dear  Sir:- 

Like  a  Muscovy  Duok  in  eui  April  shower — that's  the  way 
you  wemt  a  rainooat  to  shed  the  rain. 

You  want  it  light,  and  have  a  smart,  dressy  appearance, 
too.   Something  you  can  easily  carry  on  your  arm,  or  slip 
into  your  traveling  bag — that  will  save  you  a  wetting  when 
It  rains,  and  isn't  a  nuisance  when  it  don't. 

In  no  other  kind  of  clothing  is  there  such  a  noticeable 
difference  between  made  to  order  and   ready  made  as  in  rain- 
coats that  have  been  worn  a  little  while. 

It  is  such  a  thin,  flimsy,  partly  unlined  thing  that  it 
needs  all  the  art  of  a  skilled  and  careful  tailor  to  make  it 
retain  its  shape  and  smart,  full,  blooky  appearance  after 
much  rainy  weather  and  wear. 

If  you  don't  already  possess  a  raincoat,  or  if  the  one 
you  have  is  not  satisfactory,  it  will  pay  you  to  have  a 
raincoat  talk  with  us  now — before  it  rains  again. 

Yours  very  truly, 


[133] 


Illlllillllllllllllllllllilllllilllllllllllllllllllllllllll^ 


NATrONAL  BANK   BUILDING.  216  SOUTH  STREET 


JJetxait,  iJliicniao 


SET  IN  TYPO  SHADED  AND  TYPO  QOTHrO       LITHOTONE  BRASS   RULE 
AMERICAN  TYPE   FOUNDERS  COMPANY 


Dear  Sir:- 

You  will  wake  up  some  brisk  morning  before  long,  shiver- 
ing--for  the  frost  king  is  on  hand  with  advance  information 
that  winter  will  arrive  here  on  schedule  time,  if  not  a 
little  earlier  than  usual. 

A  moment's  thought  will  convince  you  that  now  is  the 
time  you  ought  to  order  that  new  overcoat  for  the  winter. 
There's  warm  satisfaction  in  knowing  that  you  are  suitably 
dressed  at  a  time  when  many  other  men  are  sending  hurry 
orders  to  their  tailors. 

We  have  an  assortment  of  the  season's  leaders,  as  well 
as  all  the  standard  cloths — all  selected  by  us  from  the  lead- 
ing manufacturers. 

You  should  regard  coming  here  to-day  and  selecting  your 
winter  overcoat  a  matter  of  the  same  importance  as  the  keep- 
ing of  a  business  engagement — it  means  a  saving  of  time, 
worry,  and  money  later  on. 

Yours  very  truly. 


[134] 


Cj.  h,  Peabody  Cy  Company 

Qjustom  Tailors 

National  Bank  Building,  216  South  Street 
Detroit,  Mickigan 


PAB8T  OlOSTYLE  AND  PABST  ITALIC 
:AN  type  rOUNOERS  COMPANY 


Dear  Slr:- 

There  are  many  times  in  a  man's  life  when  he  is  anxious 
to  appear  at  his  very  best. 

At  such  times  his  first  need  is  an  expert  tailor — for 
the  first  impression  is  made  by  outward  appearance.   If  his 
clothes  are  right  the  way  is  clear  for  him  to  maJce  good. 

Unless  the  fit  is  right  in  every  particular — unlegs  the 
collar  hugs  the  neck  as  it  should — unless  the  trousers  hang 
right — the  proper  balance  of  a  man's  individuality  is  lost. 

It  all  depends  on  the  ability  of  the  tailor.  Our  oub- 
tomers  tell  us  that  the  clothes  we  maJce  for  them  feel  easy — 
right — on  all  occasions;  something  they  cem't  secure  from 
other  tailors. 

This  is  because  we  have  made  a  study  of  fitting  the 
clothes  to  the  man  to  suit  his  personality,  and  this  is  why 
we  can  serve  you  to  advantage. 

Yours  very  truly. 


[135] 


CHARLES  A.  MENTBR,  President  MAX  Z.  ROSENBLOOM,  Vice-President  DAVID  M.  BRICKNER,  Sec' y  and  Tree 

cTVlENTER  CS,  ROSENBLOOM  COMPANY 
oyHen  's  and  Women 's  Clothing 

General  Offices:  600  COX  BUILDING 

Rochester,  N.  Y. 

SET   IN   BOOKMAN  OLDSTVLE  AND  BOOKMAN    ITALIC 
AMERICAN  TVPC  FOUNDERS  COMPANY 


Mrs.  Thrifty  Housekeeper, 
Dear  Madam: - 

As  a  woman  of  intelligence,  economy  and  Judgment,  who 
believes  in  saving  money  and  getting  the  best  that  money  can 
buy,  we  make  a  special  appeal  to  you  at  this  time. 

High  cost  of  living  is  the  worrisome  problem  of  the 
hour. 

Every  man  and  woman  is  confronted  by  higher  prices  for 
food,  rent  and  other  necessities. 

Why  not  save  money  on  your  clothes?  We  will  help  you 
to  do  it.  If  you  give  us  the  chajice  we  will  be  only  too 
glad  to  show  how  well  we  can  do  it. 

This  letter  is  a  cordial  invitation  for  you  to  do  a 
little  investigating  of  your  own.  Your  own  interests  prompt 
you  to  make  this  investigation  as  soon  as  possible. 

You  will  find  first  of  all  that  we  are  always  working 
in  co-operation  with  you  and  that  we  can  bring  you  the  best 
results  in  money  saving. 

This  saving  can  be  made  by  you  without  a  sacrifice  of 
either  style  or  quality.  We  put  only  the  best  materials 
into  our  clothing  and  guarantee  complete  satisfaction  to 
customers. 

The  credit  account  which  we  allow  you  is  the  greatest 
convenience  in  purchasing,  but  it  does  not  add  a  penny  to 
the  cost  of  your  clothes.  You  pay  exactly  one  price  whether 
you  buy  for  cash  or  credit  here.  All  prices  are  plainly 
marked  on  goods. 

And  while  we  are  sending  this  cordial  Invitation  to 
come  8ind  trade  here,  we  also  enclose  a  dollar  check  good  for 
its  full  face  value  on  your  first  purchase  amounting  to  $10 
o.r  over.  You  see  we  are  making  it  an  especial  object  for 
you  to  come  and  open  an  account  right  away. 

No  matter  what  your  occupation  may  be  this  offer  is  too 
important  to  pass  up.  Come  in  and  talk  it  over  with  us. 

Respectfully  yours, 


[136] 


>amuel  ^epmann  Company 


I 

I  THE 

InnNTrNO  COMPANY 

m,  MASS. 


Dear  Ifadam:- 

We  are  asking  this  favor  of  you  in  the  interests  of  our 
business  and  trust  you  may  be  able  to  grajit  our  request  for 
aid. 

To  explain:-  Years  of  experience  have  made  us  good 
Judges  of  values  as  you  probably  know  from  the  dealings  you 
have  already  had  with  us.  We  can  and  do  test  every  piece  of 
cloth  that  enters  into  the  construction  of  our  garments.  We 
examine  the  workmanship  thoroughly  so  that  there  may  be  no 
faults  there. 

But  our  experience  teaches  us  best  to  judge  of  the 
things  that  affect  the  durability  of  the  garment  and  its 
worth,  and  it  is  not  on  this  phase  that  we  want  your  help. 

Years  ago  one  or  two  styles  were  definitely  settled 
upon  as  THE  "thing,"  but  to-day  there  are  dozens  of  differ- 
ent modes  that  are  equally  fashionable. 

Prom  the  most  desirable  of  these  modes  we  have  selected 
a  sample  line  of  garments,  emd  now  we  are  going  to  ask  you^ 
to  oome  in  and  see  these  new  things  auid  give  us  your  opinion 
as  to  Just  which  styles  you  think  will  be  most  suited  to 
this  particular  locality. 

What  we  want  is  first  hand  information,  euid  as  you  have 
been  a  resident  here  for  some  time  ajid  are  in  a  position  to 
know  the  wants  of  the  women  of  this  section,  we  have  taiken 
the  liberty  of  making  this  request. 

You  may  be  sure  we  will  appreciate  your  efforts  in  our 
behalf  and  trust  that  we  may  have  the  pleasure  of  seeing  you 
here  this  week. 

Very  truly  yours, 


[137J 


WIUUIAM    E.   ALDRED,    PRES. 
ARTHUR    L.  ALDRED.  V.    Pres, 


WILLIAM   ARMOUR,  Trea 
JAMES   CANNELL.   Secy 


Efltabli0i|p5  (§wpr  (§ns  l^iwbrpJi  ^rars 


®.  %  (gkbiimg  ®rg  (^ttuhB  (Hampm^ 


l^ramhmn,  Uljnip  3alan6 


SET   IN   ENGRAVERS  OLD  ENQLISH  AND  BLAIR 
AMERICAN  TYPE   FOUNDERS  COMPANY 


Dear  Uadam:- 

In" inviting  you  to  our  Annual  Linen  Sale,  beginning 
Uonday,  January  1st,  may  I  call  your  attention  to  the  fact 
that  Pine  Table  Linens  have  been  steadily  advaLncing  in  price 
abroad  for  five  or  six  years?  Whatever  the  cause,  all  Linen 
Experts  are  agreed  that  there  will  be  no  immediate  reductions 
but  very  probably  further  advances. 

By  placing  heavy  orders  for  this  Sale  last  Spring,  we 
can  now  offer  you  fine  linens  at  savings  of  10  to  20  per 
cent  from  present  prices  for  the  same  grades. 

As  these  orders  were  heavier  than  ever  before,  in  order 
to  provide  for  our  continxially  increasing  business,  the  range 
and  variety  of  our  offerings  are  proportionately  greater. 

Hoping  to  have  the  pleasure  of  your  attendance  at  this 
Sale ,  I  remain 

Respectfully  yours, 


[138] 


LLIAM  E.  ALDRED.  President 
THUR  L.  ALDRED,  Vice  Preaident 


WILLIAM  ARMOUR,  Treeiurer 
JAMES  CANNBLL,  Secreurr 


Established  Over  One  Hundred  Years 


B.  H.  Gladding  Dry  Goods  Company 


Providence,  Rhode  Island 


IN  NEW  CASLON  AND  NEW  CASLON   ITALIC 
RICAN  TYPE  FOUNDERS  COMPANY 


Dear  Madeun:- 

You  are  invi'ted  to  attend  a  Private  Sale  of  the  stock 
of  our  Lingerie  Shop,  which  was  damaged  by  fire  on  the  night 
of  December  7th.  This  Sale  will  be  held  in  the  Hall  and 
Parlors  of  the  Trocadero,  gommencing  Tuesday,  January  1st,  at 
10  A.M.  and  continuing  the  remainder  of  the  week.  Entrance 
may  be  had  either  thru  our  Art  Department  or  from  Mathewson 
Street. 

The  stock,  consisting  of  high-class  French  and  Domestic 
Underwear,  Corsets  and  accessories  of  all  kinds,  Infants' 
Wear  of  every  description,  Silk  Petticoats,  etc.,  was  only 
partially  damaged  by  smoke  and  water;  in  fact,  most  of  it  is 
in  absolutely  perfect  condition.  However,  as  we  desire  to 
open  our  New  Lingerie  Department  with  complete  assortments 
of  new  goods,  we  have  decided  to  close  out  everything  that 
was  in  the  Lingerie  Shop  at  the  time  of  the  fire  at  greatly 
reduced  prices. 

We  send  you  this  special  notice  as  we  feel  that  our 
regular  customers  should  have  the  opportunity  to  secure 
first  choice  of  the  bargains  offered  at  such  an  unusual  sale 
as  this. 

Hoping  that  you  will  be  able  to  attend,  we  remain 

Yours  very  truly, 


P.S.  We  also  wish  to  notify  you  that  our  annual  January 
White  Sale  of  Linens,  Wash  Goods  and  Embroideries  6uid  our 
Clearance  Sale  of  Suits  and  Garments  will  commence  at  the 
same  time — Tuesday,  January  Ist. 


[139] 


BOSTON  CH1CA< 

NEW  YORK  KANSAS  CI 

The  Lowe  Brothers  Company 

PAINTMAKER5  '  VARN15HMAKERS 
COLORMAKERS 


DAYTON,  OHIO 


SET    IN    MERIONTYPE 

AMERICAN   TYPE    FOUNDERS    COMPANY 


Dear  Slr:- 

Mr.  »  ♦  *  •  •  *j  one  of  the  best  known  and  most  honored 
painters  of  the  country,  recently  said  before  the  Ohio  Master 
House  Painters: 

A  number  of  years  back  I  was  forced  to  the 
conclusion  that  something  must  be  done  to  improve 
on  the  results  that  I  was  receiving  from  the  use  of 
carbonate  of  lead  (white  lead)  as  a  single  base  pig- 
ment. With  all  the  care  I  could  exercise,  results 
were  unsatisfactory.  I  was  confronted  with  chalk- 
ing and  rapid  discoloration,  the  latter  caused  by 
the  use  of  bituminous  coal,  sulphurous  gases  and 
other  local  conditions  incident  to  a  great  manu- 
facturing city  and.  its  environments. 

Mr.  *•••*♦  only  voices  what  many  painters  are 
realizing  -  that  conditions  of  wear  have  changed  and  that 
a  good  paint  like  ♦*♦•••  "High  Standard,"  made  to  give 
best  results  for  the  painter  as  well  as  the  householder,  is 
a  boon  to  good  workmen,  for  it  makes  money  and  reputation 
alike. 

Based  upon  the  recognition  of  White  Lead  of  the  highest 
quality  as  essential  to  good  paint,  and  of  the  fact  that 
properly  reinforced  it  will  form  the  base  of  a  paint  that 
will  meet  all  requirements,  "High  Stajidard"  Paint  has  proved 
its  right  to  the  complete  confidence  of  painters. 

But  this  is  only  one  of  the  products  of  The  *♦*•♦• 
Company,  made  for  painters.  The  advantages  of  paint  for 
interior  decoration  are  now  recogized,  and  ******  is 
the  acknowledged  best  for  this  purpose.  Besides,  there  are 
colors  in  Oil,  Enamels,  Varnishes,  Stains,  and  all  the  other 
requirements  of  high  class  painters. 

Will  you  permit  our  agents  to  tell  you  more  about  these 
products?  They  can  show  you  results  and  we  can  help  you  over 
the  hard  places  that  are  so  numerous  in  these  days. 

Yours  truly, 


[140] 


THE  LOWE  BROTHERS 
COMPANY 

PAINTMAKERS  »  VARNISHMAKERS 

BOSTON  NEW  YORK  CHICAGO  KANSAS  CITY 


ft   SOOONJ   eOLO   AND   BODONI    BOOK 

tTILE  ORNAMENTS 

ICAN   TYPE   FOUNDERS   COMPANY 


Dear  Sir:- 

Are  your  barns  and  other  oufbuildings ,  your  wagons  and 
implements  painted  and  in  good  condition?  Do  they  need 
paint? 

By  painting  them  when  they  need  it  you  economize,  ajid 
you  COM   also  save  money  by  using  the  best  ready-for-uae 

paint  -  the  modem  paint. 

You  know  "High  Standard"  Liquid  Paint  is  recognized 
everywhere  as  the  one  best  paint  for  all  purposes.  With  it 
you  need  not  tsdce  chsinces  on  paint  failures  because  it  is 
made  with  the  sole  purpose  of  "giving  best  results."  Our 
booklets  "Attractive  Homes  and  How  to  MaJce  Them"  will  give 
you  much  valuable  information  in  decorating  and  painting. 

"HIGH  STANDARD"  Paint  is  best  for  exterior  of  houses 
and  other  buildings.   It  covers  most,  spreads  farther, 
wears  best  and  costs  less  per  number  of  years  of  wear. 

"MELLOTONE"  is  the  new  durable,  washable  flat  finish 
for  walls,  ceilings  and  woodwork  of  any  room.   It  has  six- 
teen colors,  all  "Soft  as  the  Rainbow  Tints." 

HARD  DRYING  FLOOR  PAINT  -  is  a  varnish  paint  which 
dries  hard  in  12  hours.   It  is  made  in  10  colors,  all  rec- 
ommended for  their  durability. 

STANDAEID  BARN  PAINT  -  is  a  genuine  linseed  oil  paint 
made  to  give  perfect  satisfaction  when  used  on  bams  and 
other  outbuildings. 

Our  WAGON  PAINT  is  very  popular  for  preserving  wagons 
aind  implements  at  a  very  low  cost. 

All  of  our  products  are  put  up  in  small  cans  in  order 
to  accommodate  the  needs  of  small  work  and  can  be  procured 
together  with  circulars  and  information  from  our  local  agent. 

Tours  truly, 


[141] 


NEW  YORK 

CHICAGO 

BALTIMORE    . 

DENVER 

SAN  FRANCISCO 

SEATTLE 


Pettingell-Andrews  Company 

ELECTRICAL-  MERCHANDISE 
BOSTON,  MASS. 


LOND( 

PA 

BERL 

AMSTERD/ 

ST.   PETERSBU 

BELGRA 


To  insure  a  prompt  reply  letters  should  be  addressed  to  the  firm 


SET  BY  THE 

POOLE  PRINTING  COMPANY 

BOSTON,  MASS. 


Dear  Sir:- 

Did  you  receive  the  copy  of  the  Portable  Leunp  Catalog 
for  the  season  of  1911-12,  which  we  sent  you,  last  October? 
Christmas  is  now  near  at  hand,  and  not  receiving  any  orders 
from  you,  we  wondered  if  you  had  received  it. 

If  you  did  not  or  have  mislaid  it,  let  us  know  by 
return  mail,  and  we  will  rush  another  copy  to  you.  For  you 
will,  of  course,  want  to  have  your  share  of  the  trade  which 
can  easily  be  developed'^through  showing  samples  of  the  line, 
one  or  two  of  the  lamps  which  appear  in  this  catalog. 

Also  don't  overlook  the  fact  that  this  portable  catalog 
when  used  in  connection  with  our  #5  Fixture  Catalog  and  #5 
Fixture  Supplement  will  materially  increase  your  fixture 
sales;  and  that  if  you  have  a  Rebate  Contract  with  us,  all 
sales  of  portables  will  apply  on  contract  to  assist  you  in 
earning  the  maximum  rebate  in  accordance  with  our  estab- 
lished and  much  appreciated  fixture  policy. 

We  want  to  emphasize  the  fact  that  many  of  the  lamps 
shown  in  this  catalog  are  exclusive  designs  manufactured 
only  for  or  by  us.   To  assure  receipt  of  the  lamps  in  time 
for  Christmas  sales,  it  will  be  necessary  for  you  to  order 
at  once. 

Very  truly  yours, 


[142] 


CHICAGO 


BALTIMORE 


Pettingell-Andrews  Company 

ELECTRICAL    MERCHANDISE 
BOSTON 


9VTHE 

,E   PKINTINQ   COMPAN 
'ON,    MASS. 


Dear  Sir: 


"GI'ME  SOME  BATTERIES,  QUICK!" 

Can't  you  hear  them  saying  that? 

We  mean  all  your  good  customers  and  many 

transient  ones. 
Everybo&y  is  returning  from  vacation; 
And  all  want  to  take  advantage  of  the  good 

wea:;her  between  now  and  the  closed 

season  for  touring. 
GIVE  THEM  ALL  **♦*♦*  BATTERIES! 
Then  they  will  be  SATISFIED  because--  . 
You  can  thus  supply  YOUR  customers  from 

fresh  barrels  at  all  times — 
As  a  fresh  carload  of  *****  *  batteries 
reaches  our  warehouse  every  Monday  -momirig. 
Don't  forget  you  can  buy  batteries  cheaper 

on  contract — 
If  you  use  ten  barrels  or  more  per  year. 
Ask  us  about  battery  contracts — 
Rebates  average  from  1/4  to  1  cent  per  cell. 
SEND  US  THAT  ♦♦♦♦♦•  ORDER  TO-DAY! 

******  are  always  good 

Igniters  (preferable  for  automobile  work) — 

or  regular. 

Yours  truly, 


[143] 


special 
Offices  in 
Leading 
Cities 

Everywhere 


illllll 

Illllll!!;^!'! 

Si 

Spl 

i 

c^ 

'^W 

i 

\ 

^atoman  anb  Crbeilanuf  acturing  Ci 

Makers  of  Filing  Cabinets  and  Supplies  of  First  Quali 


Rochester,  N.  Y. 


SET   IN    CLOISTER    BLACK,    RECUT   CASLON,    RECUT   CASLON    ITALIC 
VERSATILE   ORNAMENT        LINEAR    BORDER   NO.    2        SIX-POINT   BORDER 
POOLE    PRINTING   CO.,    BOSTON,    M*SS. 


Dear  Madam: - 

We  recently  received  a  very  interesting  letter  from 
a  lady  in  Northern  Ohio  expressing  her  frsuik  opinion  about 
our  Card  Index  Recipe  Outfit. 

Note  what  she  says: 

"I  received  the  recipe  outfit  all  right  and  I  like  it 
so  much.   It  is  such  a  great  convenience  to  select  the' 
recipe  I  want  and  hang  it  up  before  me  while  I  ajn  engaged 
in  preparing  the  dish.  Really,  it  is  so  handy  and  unique 
that  I  often  wonder  how  I  ever  got  along  without  it. 

"Be  sure  and  let  me  know  when  you  issue  your  supple- 
mental sets  of  recipes.  I  want  every  one." 

This  lady  is  only  one  of  hundreds  who  are  being  daily 
benefited  by  using  one  of  our  clever  outfits. 

The  fundamental  idea  back  of  these  outfits  is  right; 

each  separate  piece  of  recipe  information  is  on  a  separate 

index  card,  so  that  it  cajti  be  handled  and  filed  distinct 
from  all  other  recipes. 

More  than  anything  else,  these  outfits  are  BUSINESS- 
LIKE -  just  as  the  enclosed  folder  explains. 

Mrs.  Kirk's  long  experience  in  studying  ajid  teaching 
Domestic  Science  qualifies  her  pre-eminently  to  prepare  these 
recipes. 

So  that  in  providing  these  splendid  recipes  in  such 
tasteful  and  handy  shape,  we  feel  that  we  have  rendered  a 
distinct  service  to  the  housewives  of  the  coiintry. 

Which  one  of  the  outfits  do  you  prefer?  Your, order 
will  have  our  careful  and  immediate  attention. 

Yours  truly. 


[144] 


DIRECTORS 

PHILIP  H.  YAWMAN 
President 

FREDERICK  WAGNER 
Vice  President 

CARL  F.  LOMB 
Vice  President 

FRANCIS  J.  YAWMAN 
Secretary 

GUSTAV  ERBE 
Treas.  and  Gen.  Mgr. 

CHARLES  SLEMIN 
Sales  Manager 

MORITZ  WIESNER 
Superintendent 

FREDERICK  C.  ERBE 

Ass't  Supt. 


Yawman  and  Erbe 
Manufacturing  Co, 

First  Quality  Filing  Cabinets  and  Supplies 

SPECIAL  AGENCIES  LOCATED  IN  THE  LEADING  CITIES  EVERYWHERE 


FILING  EQUIPMENT 

STORES 

NEW  YORK 

CHICAGO 

WASHINGTON 

PHILADELPHIA 

BOSTON 

PITTSBURG 

SAN  FRANCISCO 

ST.  LOUIS 

CLEVELAND 

LOS  ANGELES 

CANADA 
TORONTO 
MONTREAL 

OTTAWA 

WINNIPEG 

VANCOUVER 


Ic  Address"  Shannon,  Rochester  ' 
Western  Union  Code 


MEMBERS  OF  THE  CLEARFACE  FAMIL 
tICAN  TYPE  FOUNDERS  COMRANY 


Rochester,  N.  Y. 


Dear  Sir:- 

Yea,  this  is  a  form  letter,  but  it  is  decidedly  worth 
the  thirty  seconds  it  will  take  you  to  read  it! 

In  going  through  the  advertising  section  of  NoTember 
•••*•*  I  noted  and  read  your  ad  carefully. 

I  am  always  interested  in  reading  what  our  neighbors  in 
the  magazines  have  to  say,  Just  as  I  would  be  interested  in 
our  neighbors  were  we  all  to  move  into  a  big  office  building. 

Our  advertisement  in  November  **•••♦  featured  a 
new  System  of  filing  that  will  prove  of  vital  interest  to 
every  business  man  the  country  over.  I  am  taking  the  liberty 
of  enclosing  herewith  a  folder  which  describes  that  System 
in  detail.   If  the  filing  department  in  your  office  is  not 
under  your  Jurisdiction,  will  you  kindly  hand  this  letter 
and  circular  to  the  proper  person?  He,  or  she,  will  see  at 
a  glance  that  this  ♦*♦*♦•  System  is  a  great  saver  of 
time  and  money. 

I  am  enclosing  return  card,  so  that  anybody  in  your 
organization  who  may  be  interested  in  this  new  System,  which 
we  are  going  to  hammer  hard  in  the  magazines  from  now  on, 
may  secure  advemoe  information  right  away. 

Yours  very  truly, 


[145] 


Pettingell- Andrews  Company 

ELECTRICAL    MERCHANDISE 
BOSTON 


Reverend  dear  Sir: 

Have  you  seen  the  new  lighting  fixtures  in  the  Mary 
Immaculate  of  Lourdes  Church,  Newton  Upper  Palls? 

They  are  well  worth  study  we  assure  you,  not  merely 
from  the  standpoint  of  ecclesiastical  interior  decoration, 
hut  heoause  they  actually  solve  some  pressing  problems  in 
church  lighting. 

We  do  not  overstate,  the  case  when  we  say  that  these 
fixtures  present  an  entirely  new  scheme  in  church  illumina- 
tion, providing  inverted^ mantle  type  gas  burners  and  Tung- 
sten electric  leunps,  skilfully  combined  in  art  forms  of 
hand-wrought  iron. 
j» 

You  can,  of  course,  hardly  realize  the  harmony  and 
effectiveness  of  this  church's  lighting  scheme  from  a  mere 
description.   And  remember  that  this  is  but  one  of  the  many 
ecclesiastical  buildings  in  which,  under  the  direction  of 
our  Mr.  ******  we  have  installed  new,  or  improved  old, 
lighting  systems. 

In  fact  we  msJce  a  specialty  of  studying  present  light- 
ing schemes  of  churches,  and  offering,  without  expanse  or 
further  obligation,  suggestions  looking  at  a  more  artistic 
and  economical  illumination.   (And  nowadays  the  influence 
of  attractive,  adequate  lighting  on  church  attendance  is 
pretty  generally  recognized.) 

• 

Can  we  be  of  assistance  to  you  also? 
Very  truly  yours, 


[146] 


The  Barrett  Furniture  Company 

OFFICE  FURNITURE  and  FILING  CABINETS 

1029-1081  WOODWARD  AVENUE 

DETROIT,  MICH. 


r  BY  THE 

OLE  PRINTING  COMPANY 
JTON,  MASS. 


Dear  Sir:- 

Can  you  put  your  finger  on  just  the  record  you  want 
Instantly? 

Is  your,  filing  system  really  a  time  saver?  Does  it 
respond  quickly  and  accurately,  or  do  you  have  to  stop  and 
think,  and  then  look  in  several  places  before  you  find  what 
you  want? 

A  filing  system  is  either  a  money  saver  or  a  money 
loser.   It  either  decreases  operating  expenses  and  increases 
the  efficiency  of  the  office  force,  or  it  is  a  drag  on  your 
business.   It  all  depends  on  whether  it  really  gives  you 
classified  information,  or  is  a  hiding  place  for  records. 

The  filing  system  is  a  vital  factor  in  every  business 
and  plays  an  important  part  in  influencing  every  decision 
and  facilitating  every  transaction — but  the  system  must  fit 
the  business. 

Experience  in  hundreds  of  different  lines  of  business 
and  familiarity  with  the  best  modem  filing  practice  enable 
us  to  offer  suggestions  of  value  to  you. 

We  have  filing  equipments  for  every  business  and  the 
widest  variety  of  arrangement  to  suit  every  need.   Write  us 
your  filing  problems  ajid  we  will  help  you. 

Yours  v»»ry  truly. 


[147] 


The  Barrett  Furniture  Company 

OFFICE  FURNITURE  AND  FILING  CABINETS 

DETROIT,    MICHIGAN. 


SET    IN    AUTHORS    ROHAN    WIDE   SERIES 
BARNHART    BROTHERS   &   SPINDLER, 
TYPE  FOUNDERS. 


Dear  Sir:- 

Does  your  filing  system  ever  go  on  a  strike? 

Does  it  ever  refuse  to  give  up  instantly  the  informa- 
tion that  you  know  it  holds? 

Unless  your  filing  devices  minimize  the  moves  necessary 
in  treunsacting  and  recording  "business  they  make  you  a  victim 
and  not  a  master  of  details. 

Your  valuahle  papers  and  records  must  not  only  be  safe, 
but  must  be  instantly  available  in  order  to  facilitate  and 
accelerate  the  despatch  of  business. 

Our  cabinets  are  built  for  usefulness  and  you  can  select 
and  arrajige  a  cabinet  to  suit  your  exact  requirements,  and. 
not  have  to  adjust  your  requirements  to  suit  the  cabinet. 

The  enclosed  card  filled  out  and  mailed  to  us  will  bring 
information  helpful  to  you. 

Yours  very  truly, 


[148] 


MORTON  IRON  S?  STEEL  CO. 

Malleable  Iron  Castings,  Chain  Hoists 

Plain  and  Galvanized  Bars,  Hoops.  Bands.  Angles,  Sheets, 

Plates,  Channels,  Tees,  "Wire,  Nails,  Pipe,  Cold  Rolled  Steel 

Rounds,  Chains,  Rivets,  Squares,  Flats,  and  Special 

Shapes.    Special  Terms  on  Large  Orders 


hone: 
udlow  S24-A 


24  Ludlow  Street, 


Baltimore  I 


Dear  Sir:- 

The  notioes  of  your  large  oontraoting  work  that  I  have 
seen  in  the  various  trade  papers  lead  me  to  bring  to  your 
attention  the  ♦♦♦••♦  Diving  Apparatus. 

You  will  find  on  investigation  that  a  large  number  of 
the  principal  contraotors,  bridge  builders,  railroads,  etc., 
now  own  their  own  diving  apparatus  smd  use  their  own  men  for 
such  diving  as  they  have  to  do.   This  saves  the  expense  and 
loss  of  time  due  to  securing  regular  diver,  with  the  great 
advantage  of  always  having  their  own  diver  on  the  work. 

It  will  pay  you  to  give  this  matter  your  careful  con- 
sideration, for  any  man  in  good  health  can  perform  all  ordi- 
nary diving  operations. 

Our  latest  catalogue  and  prices  will  be  sent  at  once 
on  receipt  of  request  from  you  on  the  enclosed  card. 

Very  truly  yours, 


[149] 


yEW  YORK 


PHILADELPHIA 


ROCHESTER  • 


ST.  LOUIS 


aNCINNATI 


LOUISV 


Seamans  &  Cobb  Company 

Importers,  Manufacturers,  Converters 


Cable  Address,  **Seaco  Boston" 


SET   IN    8000NI    ITALfC 

POOLE   PRINTJNG   CO..    BOSTON,     MASS. 


No.  174-180  Lincoln  Street 

Boston,  Mass. 


Dear  Sir:- 

When  we  were  living  at  home  on  the  farm,  a  man  drove  up 
to  the  "bam  with  a  spanking  fine  nag  one  day,  and  stumped 
father  for  a  horse  trade.  When  father  commenced  to  look  his 
horse  over,  the  man  allowed  that  that  particular  horse  was 
not  the  one  he  wajited  to  trade,  that  the  one  he  wished  to 
dispose  of  was  hack  home,  hut  that  it  was  just  as  good  as 
the  one  he  was  showing.  Father  smiled,  turned  on  his  heel, 
went  into  the  ham,  and  said,  "Show  me." 

That  is  Just  wh^t  we  are  trying  to  induce  you  to  let  us 
do,  -  show  you. 

We  are  not  trying  to  sell  a  horse  in  the  bam.  We  want 
to  drive  a  sample  of  *****  *  right  up  to  your  workroom 
without  one  cent  of  expense  to  you,  let  your  own  operators 
handle  it,  and  then  without  saying  another  word,  leave  the 
decision  entirely  with  you. 

We  know  that  in  many  places  where  you  are  using  silk 
thread  you  can  use  ♦  *  ♦  *  *  *  at  an  immense  saving.  We 
know  that  ♦♦♦♦*♦  will  wear  satisfactorily,  that  when 
used  in  a  shoe  it  cannot  he  detected  from  silk,  and  we  know 
further  that  every  manufacturer  who  is  using  it,  and  there 
are  lots  of  them,  is  honestly  grateful  to  us  for  calling  it 
to  his  attention. 

It  is  said  that  faith  precedes  knowledge,  and  in  this 
instance  we  are  certainly  not  required  to  use  our  faith,  as 
we  have  positive  knowledge  that  every  word  we  say  about 
•♦••♦•  is  the  truth,  and  nothing  but  the  truth. 

You  will  find  another  one  of  the  same  kind  of  cards 
inclosed.  Please  don't  fail  us  this  time. 

Very  truly  yours, 


[150] 


SEAMANS  &  COBB  CO. 

Importers,  Manufacturers  and  Converters 


NO.  174-180  LINCOLN  STREET,  BOSTON,  MASSACHUSETTS 


^<^7Sif■^)i^A 


H   MEMBERS   OF   THE   CHELTENHAM    FAMILY 
lEHCE  ORNAMENTS 

E   PRINTING   CO.,    BOSTON,    MASS. 


Dear  Sir:- 

We  happened  into  a  manufacturer's  office  the  other  day 
just  as  his  mail  arrived,  and  as  the  raan  tehind  the  desk 
hastily  sorted  it  over,-  making  two  piles,  one  of  orders  and 
the  other  of  advertising,  two  thoughts  came  to  our  mind,  and 
now  if  you  will,  please  permit  us  to  digress,  to  lose  sight 
of  our  text  just  long  enough  at  this  point  to  remark  that 
when  two  thoughts  strike  a  Bos.ton  man's  mind  at  approxi- 
mately the  same  time,  the  result  ia  usually  an  explosion. 
One  thought,  and  that  need  not  be  too  large  or.  ciunhersome, 
is  about  all  we  can  take  care  of  comfortably  at  one  sitting. 

Our  first  thought  was  that  right  then  and  there  we  had 
received  ocular,  and  not  to  be  questioned  proof,  of  the 
truth  of  the  saying,  "A  lot  of  advertising  is  wasted." 

Our  next  thought  was,  perhaps  in  that  pile  of  discarded 
mail,  the  man  behind  the  desk  is  missing  something  of  value, 
something  which  would  help  him  in  his  business,  something 
which  would,  if  he  availed  himself  of  it,  enable  him  to  turn 
out  from  his  factory  bettor  goods  at  the  sajne  cost,  or  may- 
hap materially  reduce  his  present  costs. 

Yes,  we  feel  sure  that  a  lot  of  advertising  is  wasted, 
but  we  feel  just  as  sure  that  many  manufacturers  miss  many 
times  a  "good  thing"  simply  because  all  advertising  looks 
alike  to  them,  and  from  the  fact  that  they  never  opon  the 
envelope  or  remove  the  wrapper. 

All  this  preamble,"  of  course,  is  designed  to  lead  you 
if  possible,  by  easy  stages,  up  to  *****  *.  This  is  the 
thread  that  looks  like  silk,  works  like  silk,  wears  as  well 
as  silk,  and  costs  you  75i   less  money. 

We  would  be  foolish  to  make  these  assertions  unless  the 
goods  themselves  would  bear  us  out.  We  ask  you  to  grant  us 
this  favor.  Allow  us  to  submit  samples  at  no  expense  to 
you.  Will  you  do  it,  just  as  a  trade  favor,  if  for  no  other 
r©€t3on? 

Very  truly  yours. 


[151! 


NEW  YORK 


PHILADELPHIA 


ROCHESTER 


ST.  LOUIS 


CINCINNATI 


IMPORTERS 

MANUFACTURERS 

CONVERTERS 


SET   IN    STRATHMORE   OLOSTYLE 

STRATHMORE   ORNAMENTS 

AMERICAN   TYPE   FOUNDERS    COMPANY 


174-180  LINCOLN  STREET 

BOSTON 


Gentlemen:- 

In  one  ear  and  out  the  other. 

This  is  possibly  true  of  a  lot  you  have  heard  about 
****•*,  but  whfit  goes  in  one  eje  stays  in  the  back  of 
your  head,  and  this  time,  to  prove  that  the  ******  is 
the  best  covering  thread  made  for  buttonholes,  we  send  a 
specimen  of  the  work  it  will  do,  instead  of  talking  about 
it. 

You  can  make  as  good  a  buttonhole  as  this,  in  your 
factory,  with  ♦*•*♦•  and  •♦***♦  Reeoe  thread,  at 
one-fourth  the  cost  of  a  hole  worked  with  silk,  and  at  ap- 
proximately the  saune  cost  as  one  made  with  two  hard  finished 
threads . 

Ycu  can  prove  this  statement  by  trying  samples  at  our 
expense,  euid  it  will  pay  you  to  do  so. 

Pill  in  the  inclosed  postal,  and  we  will  do  the  rest. 
Very  tl-uly  yours. 


[152] 


f^'  Cable  Address  "Eclipse"  Chicago  ^"^^bSaHMliS^^^''^  flaencles  In  All  Larae  Cities  In  ^^ 

Telephone  Connection  ^^^^STl^^^^''^  U.  S.and  In  London.  Ens.  ^#|| 

FAIRBANKS.  MORSE  &  COMPANY 

!- 


(Incorporated) 


We  Manafacture  All  Kinds  of  Manufacturers  and  Distributers  of  the  Celebrated  and  Universally  Used 

Electrical  Machinery 

Gas.  Gasoline  and  Oil  Engines      Fairbanks*  Standard  Scales 

Steam  Engines.  Boilers.  Dynamos  and  Motors.  Elevator  and  Mining  Machinery.  Railroad  Supplies     ! 


3TMP^ 


="='g==- 11=11.1  ...IHIB 


H   HOBO        ACME   BORDER 
1   PRINTING   CO.,    BOSTON,    MASS. 


234-238  E.  3d  Street 

St.  Paul,  Minn. 

Dear  Sir:- 

HAEB  MACHINERY  DO  YOUB  WORK. 

Isn't  it  a  pleasure  to  look  over  a  farm  where  praoti- 
oally  all  the  work  is  done  by  labor-saving  outfits?  Here's 
where  farm  life  oeases  to  be  a  drudge.   Proper  ways  of  till- 
ing the  soil  make  good  oropa  and  the  value  of,  the  land  is 
Increased  accordingly. 

It  is  easy  to  picture  in  your  mind  the  difference  in 
pumping  enough  water  by  hsmd  for  twenty-five  head  of  stock 
or  hitching  ona******  Gasoline  Engine  to  do  it  while 
you  plan  the  best  way  to  make  a  larger  profit  from  your  cows. 

The  man  who  runs  his  cream  separator  by  hand,  looks 
forward  to  the  task  as  a  daily  burden,   a  *****  *  Engine 
will  do  the  job  while  you  eat  your  morning  or  evening  meal. 

Watch  for  the  book  which  goes  forward  to-day  xinder 
another  cover.  You  will  find  it  full  of  facts  that  are  of 
interest  to  every  practical  farmer.  I 

The  estimates  we  are  ready  to  meike  will  surprise  you. 
As  many  questions  as  you  wish,  it  will  be  a  pleasure  for  us 
to  answer. 

Yours  truly. 


[153] 


Fairbanks,  Morse  &  Co. 


Saint  Paul 


SET   IN    CHELTENHAM    OLDSTYLE   CONDENSED   AND    CHELTENHAM    ITALIC 

STYLUS   BORDER 

AMERICAN   TYPE   FOUNDERS    COMPANY 


Dear  Sir:- 

You  naturally  like  what  pleases  you.  Every  piece  of 
machinery  on  your  farm  that  gives  good  satisfaction  adds 
Just  that  much  pleasure  to  the  work.   *•••**  Engines 
are  a  close  approach  to  humanity.  They  step  in  as  it  were 
and  lighten  the  load  of  labor;  hard  Jobs  are  made  easy  and 
profitable. 

Where  once  the  task  of  turning  the  cream  separator  was 
a  big  burden  in  the  early  morning  and  near  the  end  of  the 
day's  toil,  a  *****  *  Gasoline  or  Oil  Bngine  now  makes 
the  work  like  play. 

A  few  years  ago  farms  without  running  water  were  not  in 
demand,  usually  for  the  reason  that  the  task  of  pumping  by 
hand  for  live  stock  took  so  much  time, 'to  say  nothing  of 
wasted  energy,  a  ♦  •  •  *  •  *  Eclipse  Pumper  will  fill  an 
eighteen  barrel  tank  at  a  cost  of  a  cent  and  a  half  for 
gasoline.  Just  think  of  it! 

Where  it  once  took  several  days  and  perhaps  weeks  dur- 
ing the  winter  and  spring  to  get  up  a  year's  supply  of  wood, 
it  is  now  the  work  of  a  few  hours  with  a  ♦  ♦  *  *  *  *  Wood- 
Sawing  Outfit. 

TeOcing  the  grist  to  the  mill  for  most  farmers  means  a 
whole  day  as  good  as  wasted.   Oftentimes  a  late  start  calls 
for  an  extra  trip  the  day  following,  especially  if  business 
is  brisk  at  the  mill.  This  usually  happens  at  times  when 
a  day  can  least  be  spared.   The  farmer  with  a  *****  * 
Grinding  Outfit  grinds  feed  on  rainy  days  or  at  slack  times 
when  there  is  no  regular  work  to  do. 

In  the  manufacture  of  *****  *  Engines,  quality  and 
efficiency  are  always  foremost  In  mind,  the  builders  being 
ever  mindful  of  the  work  each  engine  is  to  do.   Great  care 
is  taien  to  make  every  outfit  perfect. 

You  will  be  interested  in  a  proposition  we  are  making 
on  farm  engines  now.  Let  us  know  your  needs  and  we  will  be 
glad  to  write  you  fully  and  serve  you  according  to  your 
wishes. 

Yours  truly. 


[154] 


The  B.  F.  Goodrich  Company 

RUBBER  GOODS 


CHICAGO  INDIANAPOLIS 

CLEVELAND  KANSAS  CITY 

ST.  LOUIS  PHILADELPHIA 

PITTSBURGH  MINNEAPOLIS 


ADVERTISING     DEPARTMENT 


Our  Produclt  are  alto  Handled  in  New 
York,  Buffalo  and  Boaton  by  The  B.  F. 
Goodrich  Co.  of  New  York,  Detroit 
by  The  B.  F.  Goodrich  Rubber  Co. 


LJ 


«EW   GASCON        HEAVY   CASLON   AND 
CA8L0N        ACME   BORDER 

TYPE    FOUNDERS    COMPANY 


Akron,  Ohio 


Dear  Sir:- 

It  was  too  bad  that  the  mother  of  Achilles  Just  missed 
her  purpose  when  she  dipped  the  infq.nt  Greek  in  the  River 
Styx  in  order  to  make  him  invulnerable. 

His  heel  didn't  get  wot,  and  thereon  hangs  the  tale  of 
the  mighty  warrior's  ultimate  downfall  and  the  triumph  of 
his  enemies. 

It  is  the  old  story  over  and  over  again.  A  chain  is  no 
stronger  than  its  weaJcest  link;  and  to  draw  near  the  subject 
of  our  own  theme,  the  automobile  tire  is  no  better  than  the 
knowledge  and  vigilance  that  attend  any  one  of  the  processes 
that  go  towards  making  it  complete. 

y^  «  «  «  «  *  •  rpj^j.g  isnit  rubber;  it  isn't  fabric;  it 
isn't  theory;  it  isn't  what  one  m«in  thinks  or  a  thousand 
execute. 

It  is  the  organization,  experience,  and  equipment  of 
the  largest  rubber  factory  in  the  world. 

It  is  a  reward  for  slighting  nothing--taking  nothing 
for  granted--proving  everything. 

It's  contagious  and  the  communication  is  spreading  fast. 

Just  increased  our  capacity  to  *  ♦  *  •  *  *  Tires  a  day. 

4 

One  good  turn  deserves  another — Insist  on  *****  * 

Tires. 

Yours  very  truly. 


[155] 


©Ij^Slllummattng  IS^nnvh 


A  Monthly  Journal  of  Scientific  Illumination 
Illuminating  Record  Publishing  Co. 

Write  for  Advertising  Rates  •  983  CLARK  STREET,  CHICAGO,  ILL. 


Satp2i|l' 


SET     N    ENGRAVERS   OLD    ENGLISH,    RECUT   CASLON    AND    RECUT   CASLON    ITALIC 
CENTURY   BORDER        RENAISSANCE   ORNAMENTS        CHAP-BOOK   GUIDONS 
AMERICAN   TYPE   FOUNDERS    COMPANY 


Dear  Slr:- 

To  inorease  current  consumption  is  the  everlasting 
problem  of  central  stations.  That  is  why  •*♦•*«  special 
April  issue  will  be  a  Current  Consuming  Device  number. 

The  issue  will  be  filled  with  discussion  by  authorities; 
suggestions,  plans  and  ideas  to  increase  central  station 
business  and  profits— HOW  TO  BUILD  UP  A  DAY  LOAD  AT  0¥F   PEAK. 
It  will  be  read  and  preserved  by  every  manager  who  "makes 
good"  with  his  stockholders. 

Over  255J^  of  American  central  stations  are  in  the  South; 
here  the  percentage  of  increase  is  four  times  that  of  the 
North,  and  the  South  is  *  •  ♦  *  ♦  *  field. 

The  South  offers  you  an  opportunity  for  profitable 
business  that  does  not  exist  elsewhere.   •••♦•*  with 
its  guaranteed  circulation,  is  giving  you  great  help,  at  low 
cost,  to  establish  your  naune  permanently  in  the  South. 

Any  change  in  your  advertising  for  April — new  copy  or 
larger  space — should  have  immediate  attention. 

Yours  truly, 


[156] 


The  Illuminating  Record 

A    MONTHLY    JOURNAL    OF    SCIENTIFIC    ILLUMINATION 

ILLUMINATING    RECORD    PUBLISHING    COMPANY 
983    CLARK   STREET,   CHICAGO 


Oentlemen:- 

You  want  the  CONTRACTORS • —THE  SUPPLY  DEALERS'  and  the 
JOBBERS'  business.  You  are,  doubtless,  going  after  it  vig- 
orously.  There  is  your  personal  representative — your  lit- 
erature— your  followup  sjid  your  house  organ,  probably.  All 
are  very  good.  All  are  essentials  to  realize  a  gain  in  your 
sales.  But  do  not  overlook  taJcing  into  consideration  the 
value  of  the  trade  paper. 

The  editorial  matter  in  suiy  technical  Journal  readily 
discloses  the  character  of  its  circulation  and  therefore  its 
adaptability  or  non-adaptability  to  your  particular  needs. 
Analyze  the  editorial  matter  in  •  *  ♦  *  *  and  you  will  find 
it  of  exceptional  value  to  you  as  an  advertising  medium. 

*****  is  published  by  former  Electrical  Contractors 
for  Electrical  Contraoto's  ani.  its  vital  editorial  matter  heis 
made  it  indispensable  to  5,000  of  them  in  the  United  States 
and  Cajiada.   It  is  pre-eminently  your  particular  mediiim — for 
the  reason  that  it  so  effectively  and  extensively  covers  the 
ELECTRICAL  CONSTRUCTION  FIELD.   YOUR  PIELD. 

Very  truly  yours, 


[157] 


The  Illumii^ati^g  Record 

A  Monthly  Journal  of  Scientific  lUnmination 

ILLUMINATING  RECORD  PUBLISHING  COMPANY 

9S3  Clark  Street,  Chicago 


SET    IN   THE   LITHO   FAMILY        VERSATILE   ORMAMENT 
AMERICAN   TYPE   FOUNDERS   COMPANY 


Dear  Sir;- 

What  about  your  advertising?  The  untllled  farm. yields 
no  grain,  the  Idle  factory  produces  no  dividend,  the  unread 
advertisement  supplies  no  motive  power  to  your  selling 
oampaign. 

Your  business  success  depends  largely  on  two  things.  . 
Equipment  made  as  well  as  you  can  maJce  it  and  advertising 
as  good  as  your  money  can  buy. 

Glance  through  the  peiges  of  the  sample  copy  we  are  mail- 
ing you  to-day  and  you  will  be  convinced  not  only  of  the 
magnitude  of  the  field,  but  also  of  the  superiority  of  •  *  * 
as  an   advertising  medium. 

Our  Mr.  *•••♦*  ^yxq   called  on  you  recently,  states 
that  you  expect  to  deal  with  your  advertising  for  1911  in  a 
few  days.  We  therefore  enolose  our  advertising  rate  card  eind 
shall  be  glad  to  have  your  order  for  at  least  half  a  page. 

Wishing  you  the  compliments  of  the  season,  we  are, 
Yours  very  truly. 


[158] 


I 


n 


jSucceM  ttl  farming 

Successful  Farming  Publishing  Co.,  E.T.  Meredith,  Publisher 

WE  GUARANTEE  OUR  CIRCULATION,  PROVED  BY  THE  POST  OFFICE  RECEIPTS.  OR  NO  PAY 


JN   CLOISTER   BLACK  AND    NEW   CASLON        CAXTON    INITIALS 
SATILE  ORNAMENT        MONOTONE   BORDER 
LE   PRINTINQ   CO..    BOSTON,   MASS. 


Des  Moines,  Iowa 

Dear  Sirs:- 

As  an  advertiser  in  the  •••••♦  you  will  be  in- 
terested in  the  enclosed  letters  from  advertisers  in  the 
*  •  *  «  *  *  j^^  ^^Q  gg^Q   month  in  which  your  ad  appeared. 
These  advertisers  have  each  spent  considerable  stubs  of  money 
in  ******  as  well  as  in  the  excellent  medium  in  which 
your  advertisement  appears  and  for  that  reason  their  testi- 
mony is  of  value  to  you. 

••••*•  is  especially  strong  in  its  territory,  "THE 
GREAT  WEALTH-PRODUCING  HEART  OP  THE  COUNTRY."  No  advertising 
medium  is  so  strong  in  this  territory. 

A  monthly  circulation  of  more  than  400,000  is  absolutely 
guaranteed  ajid  proven  on  demand  by  Post  Office  receipts. 
We  shall  taJce  pleasure  in  serving  you  through  •••••• 

advertising  pages  or  in  giving  you  «uiy  definite  information 
you  desire. 

Yours  very  truly, 


-   ! 


"D 


[159] 


BOSTON 

PROVIDENCE 

SPRINGFIELD 

HARTFORD 

NEW  YORK 

PHILADELPHIA 

BALTIMORE 

ATLANTA 

NEW  ORLEANS 

SYRACUSE 

ROCHESTER 

BUFFALO 

CLEVELAND 

DETROIT 

CHICAGO 


THE  FISK  RUBBER  COMPANY 
FiSK  Automobile  Tires 

BOLTED-ON      CLINCHER      Q.D.CLINCHER      FfSK-DUNLOP 
I 

INNER  TUBES  FOR  ALL  STYLES 

FACTORY  AND   HOME  OFFICE 

Chicopee  Falls.  Mass.,  U.  S.  A. 


INDIANAPOLIS 

MILWAUKEE 

ST.  LOUIS 

MINNEAPOLIS 

ST.  PAUL 

FARGO 

KANSAS  CITY 

OMAHA 

DENVER 

SAN  FRANCISCO 

OAKLAND 

SACRAMENTO 

FRESNO 

LOS  ANGELES 

SEATTLE 


SET   IN   MEMBERS  OF  THE  COPPERPLATE  GOTHIC  FAMILY 
AMERICAN  TYPE   FOUNDERS  COMPANY 


Dear  Sir:- 

Will  you  let  us  revise  your  tire  bills?  It  isn't  a 
Payne-Aldrich  kind  of  revision  we  are  asking  you  to  consider 
but  a  genuine  revision  downward. 

Those  old  casings  that  you  throw  away  very  likely  have 
a  good  money  value,  but  there  are  many  instances  when  only 
an  expert  can  tei^l  whether  it  will  pay  to  have  repairing  or 
retreading  done. 

The  foreman  of  our  tire  repair  department  will  be  glad 
to  look  over  your  tires  and  to  advise  you  just  what  can  be 
done  to  your  best  advantage.  No  matter  what  make  of  tire 
you  use,  his  opinion  is  yours  for  the  asking  and  no  obliga- 
tion is  incurred  by  you.  Possibly  you  oould  use  a  bigger 
tire  on  the  present  rim  and  get  better  results.  He  o&n   also 
tell  you  that. 

In  this  day  of  motoring  there  is  no  excuse  for  excessive 
tire  expense  or  for  delaying  and  exasperating  annoyances. 
If  you  are  not  wholly  satisfied  with  your  equipment,  there 
is  a  remedy  for  your  troubles. 

The  return  of  the  enclosed  card  may  save  money  for  you 
and  will  give  us  the  opportunity  to  get  acquainted.  We 
don't  expect  your  business  until  we  show  you  that  we  CAN 
REDUCE  YOUR  EXPENSE. 

Very  truly  yours, 


[160] 


THE  FISK  RUBBER  COMPANY 

Our  Goods  Have  Merit  MANUFACTURERS     OF     THE     CELEBRATED 

Inner  Tubes  FlsU  AutomoMle  Tivcs 

For  All  styles  Bolted-on      Clincher      Q.  D.  Clincher      Fisk-Dunlap 

THE  FISK  TIRES  ARE  KNOWN  EVERYWHERE  FOR  THEIR  GREAT  WEAR-RESISTING  QUALITIES 


Factory  and  Home  Office 


IN    MEMBERS   OF   THE   CENTUHV   FAMILY        VERSATILE   ORNAMENT 
sRICAN   TYPE   FOUNDERS   COMPANY 


Chicopee  Falls,  Mass.,  U.S.A. 


Dear  Sir: 

To-day  we  received  a  letter  from  a  dealer  saying  he  has 
sold  509  ♦•♦•••  Inner  Tubes  in  the  past  seven  months  to 
oar  owners  ajid  up  to  the  present  time  has  not  received  a 
request  for  adjustment  or  the  suspicion  of  a  complaint. 

A  dealer  from  another  state  writes:  "••••**  Tubes 
are  longer  lived  than  any  others.  We  have  a  great  many  users 
whose  ******  Tubes  are  over  four  years  old  and  the 
rubber  is  still  bright  euid  lively." 

♦♦****  Inner  Tubes  are  unequaled.  TWENTY-FIVE 
THOUSAND  perfect  to  ONE  imperfect  is  the  record.  The  reason 
-  these  tubes  are  PUEE  Para  rubber  with  only  enough  sulphur 
to  vulcanize.   They  do  not  stretch  out  of  shape  and  cannot 
deteriorate. 

Very  truly  yours, 

i2  [161] 


S.  C.  PARRY.  PRESIDENT  E.  R    PARRY.  VICEPRESIDEBT  L.  D.  6UFFIN,  TREASURER  T.  H.  PARRY.  GER'L  SuPT  A    M.  PARRY    SECRET 


PARRY  MANUFACTURING   COMPANY 

j  BUGGIES*  SURREYS 'PHAETONS 'DRIVING  WAGONS 

SPRING    WAGONS  •  DELIVERY   WAGONS  •  CARTS 

ADDRESS  ALL  LETTERS  TO  THE  LARGEST  CARRIAGE  FACTl 

PARRY  Mfg.  Co.,  Indianapolis — . /«  the  world 


Indianapolis,  IND.,  U.S. A. 

SET   IN    MEMBERS   OF  THE   COPPERPLATE   GOTHIC   FAMILY 
AMERICAN   TYPE   FOUNDERS   COMPANY 


Dear  81r:- 

Ur.  Brown,  who  calls  on  the  Massachusetts  trade,  feels 
that  in  pursuing  your  sales  activities,  you  oeuinot  afford  to 
overlook  the  features  which  have  made  the  1911  ****** 
line  the  hardest  hitting  eind  most  liberal  money-making  propo- 
sition now  before  the  vehicle  dealer.  He  suggests  the  fol- 
lowing undodgeahle  reasons  why. 

First  -  Light,  neat  and  substantial  gear  work.  Lighter 
axle  caps  than  heretofore.  Swedged  axles. 

Second  -  Improved  top  work.  Smarter  styles.  Better 
material. 

Third  -  Tasteful  ajid  durable  painting  and  finishing. 

Fourth  -  All  upholstery  material  two  ounces  heavier  than 
last  year. 

Fifth  -  Painstaking  care  in  the  matter  of  orating. 

Sixth  -  Faithful  and  effective  co-operation  in  the  sale 
of  the  work  and  promotion  of  mutual  interests. 

Seventh  -  Dispatch  in  executing  orders. 

The  ♦***♦*  line  for  1911  is  the  very  line  you're 
going  to  need.  It  meets  your  wants,  maintains  your  custom 
and  makes  you  money.  It  is  the  line  that  stands  out  pre- 
eminently in  Massachusetts  to-day  because  of  its  peculiar 
adaptability  to  the  specific  trade  requirements,  and  Mr. 
Brown  is  convinced  that  you  are  the  logical  dealer  in  Boston 
to  handle  it. 

Tours  truly. 


[162] 


-     , .  iiidland  Glass  and  Paint 
^^^^  (51ibCompany 


GLASS,  MIRRORS,  PAINTS 
and  BRUSHES  of  All  Kinds 


!ANK  W.  JIDSON,  Secretary  and  Manager 


Eleventh  and  Howard  Streets 

Omaha,  Neb. 


IN   fiODONI        DUTCH   INITIAL 
IRICAN   TYPE   FOUNDERS   COMPANY 


Dear  Sir:- 

The  enclosed  booklet  on  plate  glass  gives  you  some 
information  that  may  be  of  value  to  you  at  some  later  date. 
The  best  homes  to-day  are  glazed  with  plate  glass  and  the 
difference  In  the  £^ppearance  of  a  house  glazed  with  plate 
and  ordinary  window  glass  is  surprising.  The  difference  in 
cost  is  a  small  item  when  you  consider  the  difference  in 
appearance. 

We  are  prepared  to  furnish  plate  glass  in  any  size, 
shape  or  design  at  prices  that  will  interest  you.   S.end  us 
your  list  when  in  the  market.   We  will  be  very  glad  to  quote 
you. 

Yours  truly, 


[163] 


Peter  Van  Twiller,  Proprietor 


Open  on  Friday  Evenii 


The  Van  Twiller  Market 

Meat,  Fish,  Poaltry,  Eggs,  Track  and  Provisions 

Sitaated  at  Janction  of  Broad  and  Pabst  Sts.  in  Boroagh  of  Manhattan 


Prompt  Attention  to 
'Phone  Orders 


New  York, 


SET  IN  VANDEN  HOUTEN 

MADE  BY  KEYSTONE  TYPE  FOUNDRY 


Dear  Sir:- 

A  salt  mackerel,  freshened  to  your  taste,  broiled  to  a 
rich  brown  emd  served  with  the  juioe  dripping  from  it,  with 
melted  butter,  is  a  breakfast  dish  that  will  almost  melt  in 
your  mouth. 

Lobster  salad  is  a  very  tempting  dish.  Imagine  crunch- 
ing into  those  delicious  bits  of  crisp,  fresh  lobster  and 
just  getting  enough  of  the  piquancy  of  the  dressing  to  fully 
develop  the  flavor.  It  is  mighty  good  eating. 

Pried  clams,  absolutely  as  fresh  and  perfect  as  served 
at  any  beach  hotel.  The  clams  dipped  into  bread  crumbs  emd 
dropped  in  hot  fat  make  a  meal  such  as  you  seldom  enjoy. 

Shrimp  on  toast  is  luscious  too,  and  you  can  have 
things  for  these  and  fifty  other  substantial  or  fancy  dishes 
in  your  storeroom,  always  ready  for  an  emergency.   Such  a 
selection  as  you  can  find  nowhere  else  on  earth. 

We  want  your  trial  order  and  will  send  whatever  you  se- 
lect on  approval,  to  be  paid  for  only  in  case  you  are  pleased 
with  what  we  send.  We  have  done  our  part  in  again  reminding 
you  of  what  you  are  missing  emd  in  making  it  so  safe  and  easy 
for  you  to  try  our  products. 

Why  not  make  a  selection  to  order  now,  right  aWay,  so 
you  can  begin  enjoying  these  things  immediately? 

Yours  very  truly, 


[164] 


THE  HOUSE  OF  BAERS' 

GOOD  PRINTING  : :  RULING  AND  BINDING 


Office  Furniture  and  Supplies 

Blank  Books  of  Every 

Description 

Stationery,  Filing  Devices 


Modem  Business  Equipment 

Loose  Leaf,  Card  Index  and 

Manifold  Systems 

Everything  for  Your  Office 


IT  IN   CHELTENHAM    BOLD   SHADED 

.ORAL  DECORATOR 

4CRICAN   TYPE   FOUNDERS   COMPANY      - 


216  and  218  Market  Avenue,  North 

CANTON,  OHIO 


\ 

Good  Morning: - 

You  know  they  sometimes  blame  woman  for  being 
curious. 

BAERS'  must  admit  that  the  feminine  sex  cannot  be 
charged  with  all  of  it. 

Our  curiosity  to  know  what  has  happened  to  that 
order  for  printing  you  were  going  to  send  to  us  will  not 
be  appeased  until  we  hear  from  you. 

What  is  the  matter  with  telling  us  now  while  you  think 
about  it? 

The  return  evelope  herein  will  bring  your  ajiswer 
Baerward  in  a  hurry. 

Yours  very  truly, 


!46 


[165] 


THE  HOUSE  OF  BAERS' 


GOOD  PRINTING  •.•  RULING  z  BINDING 


Office  Furniture  and  Supplies      Blank  Books  of  Every  Description     Stationery  VT 

216-218  MARKET  AVENUE,  NORTH  CANTON,  OHIO 


BET   BY  THE 

POOLE  PRINTING    COMPANV 

BOSTON,    MASS. 


aood  Homing: - 

NOW 

I   S 

f 

THE 

• 

TIME 

T  0 

SEND 

B  A  E  R  S' 

YOUR 

ORDER 

y  0  R 

BOOKS. 

• 

D  0 

-    . , 

I  T 

TODAY. 

Yours  veryStruly, 

[1661 


=IC 


The  National  Sportsman 

BOSTON,  MASSACHUSETTS,  U.  S.  A. 


L^= 


=^ 


P"^ 


I'  IN  CASLON        SCHUIL  ORNAMENTS 
'CmCAN   TYPE   FOUNDERS   COHPANV 


Jl 


Dear  Slr:- 

We  salute  you  (simultaneously)  gun  for  gun!  Not  on 
aooount  of  any  Mexican  indignities  you  have  done  us,  or  on 
account  of  any  we  expect  to  do  you,  "but  simply  because  we 
want  to  greet  you  cordially,  and  in  the  most  up-to-the- 
minute  way  possible. 

The  June  NATIONAL  SPORTSMAN  is  now  clearing  for  action. 
We  will  seize  the  Vera  Cruz  of  buying  apathy  for  you  in 
short  order,  get  it  organized,  gingered-up,  ajid  then  we'll 
place  the  revenues  in  your  hands — provided  you  "justify" 
us. 

We  are  veterans  of  successful  oeimpalgns.  One  Bob 
Smith  asked  our  aid  not  long  ago.  We  fired  a  broadside  in 
April,  and  Bob  collected  $500.00  within  the  space  of  four 
weeks,  and  distributed  600  of  his  catalogs, --all  as  a 
result  of  that  one  salve. 

We  have  a  standing  army  of  70,000  Marines  ready  for 
business — not  a  Sniper  eunong  them — every  one  is  behind  a 
fire-spitting  machine  gun.  Say  the  word  and  we'll  turn  'em 
loose  in  June — and  Hell  Fire  osm't  stop  them! 

Vera  cruzly  yours 


[167] 


THE  HERMANN  H.  HEISER  SADDLERY  CO. 


Manufacturers  and  Wholesalers  .'.  SADDLES,  WHIPS 
HARNESS,  COLLARS,  LEATHER  and  HARDWARE 

Established  1858 
Incorporated  1906 

1533-35-37-38  Blake  Street 

Denver,  Colo. 


SET   IN    RUGGED    ROMAN 
CHAP-BOOK   CUT 

AMERICAN   TYPE   FOUNDERS   COMPANY 


Dear  Mr.  Blank: - 

How  heavily  do  the  mall-order  houses  hit  into 
your  trade?  Do  you  want  us  to  help  you  in  your  fight? 

That's  why  we  are  sending  you  the  copy  of  the 
finest  sadlery  catalog  ever  issued — that  of  the  House  of 
Heiser. 

You  know  that  the  mail-order  houses  send  out 
only  the  cheapest  of  printing  and  character  concealing 
outs — so  then,  to  be  as  far  opposite  as  possible,  we  have 
gone  to  great  expense  to  get  out  the  finest  printing,  on 
richly  tinted  paper  stock,  using  a  beautiful  brown  ink 
that  shows  the  saddle  JUST  AS  IT  IS.  That's  where  the 
difference  is — the  mail-order  houses  don't  want  to  show 
real  pictures — we  want  to  leave  nothing  to  the  imagination. 

Pifty-five  years  of  experience— fifty-five  years 
of  KNOWING  HOW  go  into  the  make-up  of  every  piece  of  horse 
goods  that  bears  our  stamp.  The  character  of  this  catalog 
is  indicative  of  the  character  of  our  goods — it  represents 
the  prestige  we  enjoy.  That  we  ship  to  all  parts  of  the 
world  means  something  to  YOU,  the  local  dealer — it  means 
the  test  of  merit  required  in  export  trade  guarantees  you 
a  QUALITY  line. 

We  want  YOUR  orders  only  so  long  as  it  will  pay 
YOU  and  to  keep  you  with  us  we  will  have  to  SERVE  you. 
And  now,  because  we  offer  EXPERIENCE,  PRESTIGE,  QUALITY, 
SERVICE,  we  will  be  looking  forward  to  your  order.  When 
will  you  send  it? 

Yours  for  mutual  relations. 


[168] 


VERN  C.  DIVINE 


WEST  103  MAIN  STREET 

Belding,  Michigan 


IN   C0PPER''1.*TE   GOTHIC   SH 

;*L   PCCOBATOR 

(ICAM   TYPE   FOUNDERS   COM 


(Jentlemen:- 

Are  the  great  mall-order  houses  hitting  into  your 
trade?  Will  YOU  join  a  number  of  other  wide-awake  mer- 
ohants  in  winning  your  patrons  toward  spending  their  money 
with  you? 

You've  seen  how  these  mercantile  giants  are  now 
spending  many  hundred  thousands  of  dollars  for  high-grade 
advertising,  reaching  out  for  new  and  keeping  the  custom- 
ers now  on  their  lists.   The  safest  way  to  hold  to  your 
own,  emd  attract  new  patrons  is  to  Join  with  the  4,000 
other  retailers  who  are  enjoying  the  joint  benefit  of  the 
services  of  a  $15,000  merchandising  and  advertising  expert — 
at  a  cost  to  you  of  but  PIVE$$$$$. 

Here  in  this  town,  ten  years  ago,  I  took  a  run-down 
business--the  smallest  establishment  in  town--and — in 
less  than  three  years  lifted  it  into  leadership.  This  was 
done  in  the  face  of  keen  competition  by  old  established 
houses  and  the  big  catalog  people.  You  can  do  the  same — 
you  can  beat  the  mail  order  firms  by  using  the  same  adver- 
tising, the  same  BRAINS  that  made  my  success,  in  pulling 
trade  away  from  competition. 

So  many  other  merchants  asked  permission  to  use  my 
advertisements  that  I  began  publishing  them  in  book  fonn. 
Now  so  steadily  has  the  demand  grown  for  my  services  as  a 
salesbuilder,  that  last  season  4,000  live  retailers  used  my 
books  of  Business  Building  Ads  That  Sell  Goods. 

Before  you  spend  a  cent  you  can  see  ALL  the  advertising 
copy,  in  its  exact  size,  shape  and  form  of  display,  just 
the  way  It  will  appear  for  YOU.  You  can  read  every  circular 
letter,  every  mailing  card,  every  line  of  Ad-copy  in  the 
book — you  can  analyze  the  attention-attracting,  Interest- 
awaJcing,  purchase-compelling  qualities  of  these  ads.   I'll 
send  the  book  to  you  on  approval  for  five  days  Inspection. 
If  you  are  pleased — if  you  want  the  exclusive  right  to 
this  service  in  this  town — mall  me  five  dollars. 

Any  reason  at  all  may  serve  for  sending  the  book 
back — but — I'm  so  sure  that  you'll  W£int  to  keep  your  com- 
petitors from  having  this  sales-speeding  service,  that  I'll 
send  it  no  money  down,  when  you  send  me  the  signed  card. 
Will  you  send  for  it  now? 

Yours  for  more  sales. 


[169] 


Facsimile  Letter  Printing  Co.,  Ltd. 


NEW  PROCESS  ASSURING  DESIGNER  AND  PRODUCER  OF  THE  HIGHEST  GRADE 

FAR  BETTER  WORK 


Rush  Orders  Solicited 


LITHOGRAPHY 


6d  TUDOR  STREET,  LUDGATE  CIRCUS  '  Telephone  Central  14767.  Telegrams  "Bootudor,  London" 


SET   IN   AVIL        ART   ORNAMENTS        CENTURY   BORDER 
AMERICAN   TVPE   FOUNDERS   COMPANY 


Thank  you — for  your  recent  letter. 

It  is  our  pleasure  to  mail  you  under  separate  cover, 
a  copy  of  our  Catalog  "H".  With  the  catalog  you'll  find  a 
large  colored  illustration  of  our  #555,  the  desk  ahout 
which  you  inquired,  and  this  will  give  you  a  better  idea  of 
its  strong  and  solid  construction  and  very  attractive 
appearance. 

On  pages  22  to  25  you  will  find  &   niunber  of  styles  of 
Filing  Desks,  but  we  recommend  some  form  of  our  #555  or 
#888.  A  number  of  splendid  drawer  combinations  are  possible 
with  either  of  these  desks.  The  many  styles  of  filing 
drawers  shown  on  pages  20  and  21  permit  a  pedestal  arremge- 
ment  that  will  be  best  suited  to  your  needs.  In  this 
manner  you  can   select  a  desk  that  works  FOR  you,  instead 
of  one  of  the  old  style  storage  drawer  desks  that  are  so 
hard  to  keep  in  order.  One  of  our  clients  calls  his  desk 
"the  busy  man's  best  friend,"  You'll  find  it  an  ideal  desk 
for  your  work. 

This  "Complete  Office  On  Legs"  keeps  all  your  impor- 
tant data  at  your  finger  tips,  within  reach  from  your  seat 
at  the  desk. 

Please  study  two  things  on  page  two,  our  unconditional 
guarantee  that  is  your  insurance  policy  and  our  freight 
prepaid  offer.  Both  of  these  should  appeal  to  the  careful 
buyer. 

It  will  be  a  pleasure  to  lis  to  make  you  a  penacment 
friend  and  customer. 

Bamestly  yours, 

[170] 


^mneapoIiB 


WtOOiNO   TEXT   AND   LIGHT   COPPERPLATE   GOTHIC 
.  DtCOnATOR        LITHOTONE   BRASS    RULE 
r*N   TYPE   FOUNDERS   COMPANY 


Gentlemen :- 

Pure — Wholesome — Delicious — that's  our  "Original 
Wilson"  Chocolates.  No  better  made  anywhere  at  any  price. 

We  made  the  first  "Original  Wilson"  chocolates  years 
ago,  made  them  as  good  as  we  knew  how;  we  have  improved 
them  much  in  the  passing  years.  We  cannot  mtUce  them  better. 

They  have  been  imitated  by  many  majiufaoturers,  no  one 
of  whom  has  ever  approached  them  in  excellence. 

Many  of  them  have  even  appropriated  our  neune — 
"Original." 

They  all  cut  the  quality  much,  and  the  price  a  little. 

They  all  claim  theirs  to  be  "Just  as  good  as  Wilson's." 

The  so-called  "Bitter  Sweets,"  most  of  them,  are  imi- 
tations, poorer  in  quality,  higher  in  price. 

The  purity  of  the  "Original  Wilson"  has  never  been 
questioned  by  any  authority,  either  State  or  National. 

These  Chocolates  are  listed  with  your  Company. 

There  are  four  flavors: 

Vanilla,  Cocoanut,  Maple  and  Peppermint,  @  13^  per  lb. 

Let  us  send  you  a  small  case  that  you  may  know  of  your 
own  knowledge  how  much  the  public  appreciate  them. 

Thanking  you  in  advance  for  the  courtesy  of  an  ac- 
knowledgement, we  are 

.  Yovurs  very  truly. 


[171] 


Champion  Deering  McCormick  Milwaukee  Piano 

HARVESTERS  AND  OTHER  LINES  OF  MACHINERY 


Osborne 


International  Harvester  Company 


OF  AMERICA  ono 

GENERAL  OFFICES  AT  CHICAGO,  U.  S.  A. 


SET   IN   CLEAHFACE   QOTHIC        INDUSTRi 
AMERICAN   TYPE   FOUNDERS   COMPANY 


Dear  Sir:- 

What  happens  to  the  other  one-third? 

One-third  of  the  value  of  the  com  crop  is  in  the 
stalks  and  the  leaves;  two -thirds  in  the  ears.  No  one 
would  think  of  wasting  the  ears,  yet  thousands  of  dollars 
are  wasted  every  year  by  leaving  the  stalks  and  leaves  in 
the  field. 

In  the  y^ars  of  short  hay  crop,  the  man  who  puts  part 
of  the  com  crop  into  silos  and  shreds  the  remainder,  is 
able  to  sell  what  hay  he  has  at  a  time  when  hay  is  bringing 
a  good  price  on  the  market.  His  corn  fodder,  if  out  at  the 
right  time,  has  almost  the  feeding  value  of  good  timothy 
hay.  This  has  been  proved  many  times  by  the  foremost  agri- 
cultural experts.  Baled  shredded  fodder  sells  for  a  good 
price,  and  would  not  do  so  if  it  were  not  valuable  as  a 
stock  food. 

The  only  way  to  get  this  other  one -third  of  the  valu- 
able corn  crop  is  to  out  the  corn  when  it  is  in  exactly 
the  right  condition.  Any  delay,  even  a  short  one,  will 
result  in  the  loss  of  a  large  percentage  of  the  food  value 
of  this  part  of  the  crop. 

You  know  that  the  corn  cutting  season  is  a  very  short 
one.  You  know  about  how  long  you  can  wait  after  your  com 
is  in  cutting  condition  before  you  either  have  to  cut  it  at 
once  or  lose  a  large  percentage  of  its  food  value. 

There  are  two  ways  of  cutting  corn--by  hand,  and  with 
a  com  binder. 

Cutting  com  by  hand  means  long  hours  of  the  hardest 
kind  of  work,  bruised  hands,  scratches  that  frequently 
develop  into  serious  wounds — in  fact,  it  is  a  tiresome, 
trying  time  for  all  concerned.  Why  continue  this  wasteful 
practice  when  the  Osborne  com  binder  will  do  the  work  so 
much  easier,  quicker  and  better? 

It  takes  from  five  to  seven  men  to  cut  as  much  corn 
by  hand  in  a  day  as  an  Osborne  com  binder  will  cut.  So  it 
is  a  time  ajid  labor  saving  proposition  to  use  the  com 
binder — particularly  if  labor  happens  to  be  scarce  (and 
it  usually  is  at  com  harvest  time). 

The  next  time  you  come  to  town  stop  in  at  the  Osborne 
dealer's  and  look  at  an  Osborne  corn  binder.  It  will  not 
tsdce  you  long  to  see  why  that  is  the  machine  that  will  save 
you  time  and  money. 

Yours  very  truly, 

[172] 


The  Facsimile  Letter  Printing  Co.  Ltd. 

PRINTING  FOR  LETTER  FORM  ADVERTISERS 

Complete  Service  Furnished  from  the  Writing  of  Letters  to  the  Stamping  and  the  Posting 
HIGH  GRADE.  LITHOGRAPHY  BY  THE.  NE.W  TRANSFER  PROCE.5S  WHICH  ASSURE.S  BE.TTER  WORK  AT  REDUCE.D  COST 


iLriNCH   OLOSTVLE        SULFINCH    BORDER 
TYPE   FOUNDERS    COMPANY 


"DQN1T---MIS3---IT— FOR— A— MILLION!  !  " 

Sir:- 

I've  a  little  'book  that  means  WORLDS  to  you! 

It  meajia  more,  muoh  more  than  you  ever  dreamed  a  little 
book  COULD! 

It  has  within  its  pages  the  most  startling,  wonderful, 
practical  and  powerful  prescription  for  Success  ever  written 
down  by  the  hand  of  mortal  man! 

This  small  voliune  has  actually  changed  the  course  of 
many  men's  lives. 

AND  YOU  CAN  READ  IT  IN  AN  HOUR! 

That  one  short  hour  may  mean  more  to  you  than  any 
YEAR  of  your  life  thus  far! 

Please  don't  think  I'm  exaggerating  Just  to  interest 
you  in  it.   I'm  telling  you  the  plain  unvarnished  truth. 

Now,  because  of  its  almost  unbelievable  INFLUENCE  upon 
the  life  of  every  man  who  reads  it — its  magical  effect 
upon  his  immediate  prospects  and  plans,  it  is  called 

Listen,  Sir--let  me  sincerely  say  that  every  day  you 
delay  reading  it  you  are  MISSING  AND  HEEDLESSLY  PASSING  BY 
something  you've  probably  sought  for  years — sought,  looked, 
longed  for,  envied  and  admired  in  OTHERS — something  that 
would  give  you  Tm_  GIFT_  OF_GETABILITY- -  that  Power  of  Ac- 
complishment, of  Cashing  In  on  Your  Abilities,  of  Governing 
Yourself  and  the  Other  Man,  of  Turning  Dreams  into  Reali- 
ties, of  Changing  Hope  to  fm/Z,  Mayte  to  MUST, — and  Un- 
certainty, Hesitancy,  Delay  and  Pear  into   POSITIVE,  VIGOR- 
OUS, UNAFRAID,  SUCCESSFUL  ACTION! 


[173] 


Jf atgimile  Hetter  printing  Co,  Htb. 

^  — > 

High  Grade  Lithography 

BY  THE  NEW  TRANSFER  PROCESS  ASSURING  BETTER  WORK 
AT  REDUCED  COST  t  ALL  ORDERS  PROMPTLY  EXECUTED 


SET   IN    CLOISTER    BLACK   AND    NEW   CASLON        STdATHMORE   ORI 
AMERICAN   TYPE   FOUNDERS   COMPANY 


-2- 

"The  Magic  Story"  really  TELLS  HOW,  in  olear,  oleeui- 
out,  heart-to-heart  style  that  DRIVES  THB  BIG  THOUGHT  CLBAN 
HOME!^  I  KSOW  you'll  "be  profoundly  glad  I  wrote  you,  pro- 
foundly glad  you  "listened"  to  me  and  sent  for  this  took, 
grateful  that  you  drank  in  its  every  word  AND  MADE  IT  A 
NEW  PART  OF^YOU!   It  will  give  you  Fresh  Strength,  Fimer 
Purpose  for  all  the  things  of  life — new,  real  vigor  of 
mind  and  spirit;  &  Higher,  Clearer,  Surer,  More  Buoyant 
and  Bounding  Belief  in  Yourself  that  will  STAY  WITH  YOU 
FOREVER. 

The  Book  costs  fl.OO.  It's  worth  $100,000.  By  the 
way — pretty  expensive  reading  that — fl.OO  for  ONE  HOUR — 
BUT 

iyS?[_?SlS_IN_YqyR_MIND^ 

It  MIGHT  be  much  more  expensive  NOT  to  read  it.  NOT 
to  read  it  may  cost  you  MANY  THOUSANDS! !  Think  it  over. 
I'll  be  fl.OO  richer  if  you  write  to-day  and  put  that 
amount  in  the  envelope,  BUT  AT  THE  END  OF  A  YEAR  YOU'LL 
LOOK  BACK  AND  SAY  THAT  $1.00  WAS  THE  MOST  MIRACULOUSLY 
MULTIPLYING  MONEY  YOU  EVER  PARTED  WITH  IN  YOUR  LIFE! ! 

For  "The  Magic  Story"  is  a  miracle-book  that  BUILDS 
HEW  BACKBONES  AND  BIGGER  BANK  ACCOUNTS. 

It  will  pay  Huge  Dividends  to  You  and  You  Alone! 

SEND  for  it—don't  miss  it  for  a  Million! 

S-e-n-d  T-o-d-a-y 


f.  t.     I  will  rafund  jrovf  dollar  if  yoa  uca  dlaaatlaflad. 


[174] 


NOTES    AND    COMMENTS 

PERSONALITY 

Letters  in  which  the  personality  of  the  writer  is  shown.  Also  letters 
having  the  "personal  tone",  the  conversational  style,  originality,  the  human 
interest  style.  Letters  which  are  strong  in  the  viewpoint  of  the  prospective — 
those  in  which  the  writer  looks  through  "the  other  fellow's  eyes".  The  charac- 
teristics which  mark  these  letters  may  appear  in  the  opening,  closing  and  often 
throughout  the  whole  letter. 

§53  The  two  letters,  pages  187  and  188,  were  actually  written 
by  a  woman  and  have  an  appeal  that  is  rather  hard  to  get  except 
through  the  personality  of  the  writer. 

The  letter  on  page  189  is  of  the  more  personal  kind  and 
makes  its  appeal  along  personal  lines. 

The  letter  on  page  190  gains  attention  by  its  appeal  to 
patriotic  pride.  This  letter  was  written  by  a  woman  and  in  that 
vein  of  woman-to-woman  talk. 

§54  The  letter  on  page  191  is  one  that  proved  highly  successful 
for  a  large  public  service  corporation.  Forty-five  thousand  of 
these  letters  were  sent  out  to  consumers;  125  replies  were 
received  the  same  day  the  letter  was  mailed;  2,578  replies  were 
received  on  the  second  day;  1,037  replies  were  received  on  the 
third  day;  930  replies  were  received  on  the  fourth  day.  In  all 
7,431  replies — nearly  12  percent — ^were  received.  Of  these  6,945 
expressed  themselves  as  entirely  satisfied  with  the  service. 
Mild  criticism  and  suggestion  were  received  from  396. 

As  a  stamped  addressed  envelope  was  enclosed  for  reply, 
the  company  naturally  assumed  that  those  who  did  not  reply 
were  satisfied  with  the  service,  or  at  least  had  no  specific  criti- 
cism to  offer.  This  letter  together  with  an  analysis  of  returns 
was  published  in  all  the  daily  papers  in  the  city  as  a  display 
advertisement  on  the  sixth  day  after  it  was  sent  out.     This 

[175] 


LETTERS  THAT  MAKE   GOOD 

shows  the  advantage,  even  in  a  good-will  letter,  of  asking  some 
specific  question  or  making  some  specific  suggestion.  In  this 
case  complaints  w'ere  called  for,  but  by  far  the  larger  number 
of  replies  were  commendations  instead — which  was,  indeed,  to 
be  expected. 

The  complaints  were  taken  up  individually  and  straight- 
ened out  to  the  satisfaction  of  the  parties  making  them. 

Thus  the  letter  accomplished  a  threefold  purpose :  it  brought 
out  whatever  dissatisfaction  existed  and  enabled  the  company 
to  correct  it;  it  proved  tremendously  successful  as  a  good-will 
letter,  as  the  replies  show;  it  brought  out  some  very  valuable 
facts  that  were  used  in  advertising  to  possible  consumers. 
Each  letter  was  carefully  "filled  in,"  thus  making  it  appear 
to  be  a  personal  typewritten  letter.  It  is  not  a  masterpiece 
of-  rhetoric,  but  a  simple,  personal  message  from  the  General 
Superintendent. 

§55  The  letters,  pages  192  and  193,  are  two  of  a  series  and  are 
commented  on  by  Mr.  E.  Wallace  Brainard  as  follows: 

"The  purpose  of  these  letters  was  to  attract  atten- 
tion, arouse  interest,  stimulate  desire,  and,  by  their 
constant  dripping,  sell  advertising  space. 

"I  have  found  them  all  very  valuable  in  develop- 
ing a  business  friendship  by  correspondence  and  hence 
gaining  an  advertiser's  confidence  likewise  in  time 
secures  his  advertising." 

§56  On  page  194  is  a  letter  contributed  by  Mr.  B.  H. 
Tichnor,  Jr.  It  was  first  sent  to  dealers  with  excellent  results, 
and  afterward  was  used  by  a  number  of  retailers.  One  book 
store  sent  it  out  to  a  list  of  2,000  and  it  sold  over  10  percent  of 
them  direct  by  mail.  It  is  a  strong  human-interest  letter,  makes 
a  forceful  appeal  to  sympathy  and  imagination,  and  is  remark- 
ably well  adapted  to  the  proposition  it  has  to  offer. 

[176] 


LETTERS  THAT  MAKE   GOOD 

§57  The' three  letters,  pages  195,  196,  and  197,  were  con- 
tributed by  Mr.  John  Irving  Romer  and  are  letters  that  have 
been  productive  of  good  results  and  many  favorable  comments. 
The  easy  conversational  style  carries  the  reader  along  almost 
unawares  and  is  conducive  to  a  state  of  mind  that  lends  itself 
readily  to  confidence  and  suggestion.  Mr.  Romer  modestly 
says  that  they  are  not  model  letters,  but  it  is  certain  that  their 
good  qualities  far  outweigh  those  of  many  letters  that  have 
been  held  up  to  us  as  models. 

§58  On  pages  198,  199,  and  200  are  three  letters  contributed 
by  Elbert  Hubbard  on  which  he  makes  the  following  comments: 

"I  have  used  these  letters  with  great  advantage 
and  benefit.  However,  I  would  not  recommend  any 
one  else  to  follow  the  general  style  of  these  too  closely. 

"The  fact  is  that  every  business  is  a  sort  of  indi- 
vidual problem,  and  while  these  letters  brought  me  big 
returns,  business  men  who  deal  in  staples  might  con- 
sider the  missives  a  trifle  frivolous." 

§59  The  letter  on  page  201  is  highly  imaginative  and  seems  to 
depend  almost  entirely  upon  creating  desire  by  this  method  and 
then  leaving  the  reader  to  act  without  explicit  suggestion.  The 
offer  to  ship  on  approval  is  depended  on  as  the  clincher,  the  final 
paragraph  being  too  formal  to  stir  the  prospect  to  action  other- 
wise. It  is,  however,  one  of  the  most  productive  letters  ever 
used  by  this  firm  and  brought  excellent  returns. 
§60  The  letter  on  page  202  was  sent  to  a  list  of  ten  thousand 
names  throughout  the  rural  districts  of  New  England.  It  is 
personal  in  its  tone,  makes  an  appeal  to  holiday  generosity, 
suggests  buying  for  gifts,  and  has  a  strong  close.  The  returns 
were  unusually  large  for  a  letter  of  this  kind. 
§61  The  letter  on  page  203  opens  with  the  headline  paragraph. 
The  whole  letter  tends  to  fill  the  reader  with  the  spirit  of  ideal 

[177] 


LETTERS   THAT  MAKE   GOOD 

suburban  life.  While  it  is  impersonal  in  its  opening,  the  body 
of  the  letter  is  an  elaborate  talk  such  as  might  be  expected  of 
a  sincere  enthusiast  on  the  subject  about  which  he  is  talking. 
The  selling  arguments  are  handled  in  a  clever  but  interesting 
manner.  In  the  closing  paragraphs  the  possible  objections  are 
met  in  a  general  way. 

§62  The  letter  on  page  204  was  contributed  by  the  Welsbach 
Company  as  one  of  the  most  productive  they  have  ever  used. 
It  uses  the  argument  of  an  expense-saving  move  turned  to 
benefit  for  the  customers.  This  suggests  liberal  business  policy 
and  thus  gains  confidence. 

§63  The  letter  on  page  205  was  used  to  call  attention  to  a  new 
catalog  and  is  a  plain,  businesslike  statement  that  should  appeal 
to  the  class  of  prospects  to  whom  it  was  sent.  In  immediate 
orders  this  letter  brought  a  net  profit  of  more  than  twenty  dollars 
for  each  dollar  expended.  Through  the  sale  of  small  tools  men- 
tioned in  the  second  paragraph  business  relations  should  be 
opened  that  would  lead  to  orders  for  more  expensive  machinery. 
§64  The  letter  on  page  206  is  written  in  an  interesting  vein 
that  should  appeal  to  the  class  addressed.  It  is  the  tone  of  the 
letter  probably  more  than  any  other  quality  that  makes  its 
strength  of  appeal. 

§65  The  letter  on  page  207  proved  to  be  a  very  effective  appeal 
to  the  class  of  people  addressed  and  made  an  unusually  big 
holiday  trade  for  the  florist  who  used  it.  The  invitation  to  in- 
spect the  offerings  without  obligation  would  naturally  appeal 
strongly  to  women. 

§66  Two  excellent  letters  from  a  retail  clothing  store,  one  to 
men  and  the  other  to  mothers  of  boys,  are  on  pages  20S  and  209. 
The  main  argument  is  satisfying  customers  in  merchandise  and 
methods  and  in  a  general  way  trying  to  create  and  maintain 
good  will.  These  letters  are  general  where  the.  letter  to  pro- 
duce direct  sales  must  as  a  rule  be  specific.    These  letters  are 

[178] 


LETTERS  THAT  MAKE   GOOD 

an  inducement  to  patronize  this  store  for  wants  in  this  line,  but 
do  not  create  demand. 

§67  The  six  letters,  pages  210  to  215,  were  contributed  by 
F.  H.  Chase  as  a  series  that  were  very  useful  in  getting  more 
business  from  old  customers,  and  stirring  up  many  that  were 
not  buying  regularly. 

§68  The  letter  on  page  216  was  sent  to  a  list  of  757  industrial 
plant  operators  and  94  replies  were  received.  The  amount  of 
business  resulting  from  these  replies  was  highly  pleasing  to  the 
company  using  the  letter. 

The  first  and  third  paragraphs  of  this  letter  were  severely 
criticised  by  three  different  advertising  men  and  all  advised 
not  using  it.  In  spite  of  this  it  was  sent  out  and  over  12  per- 
cent of  replies  were  received. 

§69  A  very  good  letter  sent  by  a  large  manufacturer  to 
dealers  is  found  on  page  217.  This  was  selected  as  the  most 
resultful  and  satisfactory  used  by  this  house.  It  is  plain,  brief, 
and  is  written  from  a  point  of  view  which  should  make  a 
strong  appeal  to  dealers. 

§70  On  page  218  is  a  letter  which  stands  out  as  a  distinct  type 
and  which  seems  to  violate  most  of  the  principles  that  are  usu- 
ally safe  to  follow  in  writing.  It  probably  won  on  its  humor, 
which  is  of  a  sort  that  would  naturally  appeal  to  the  class  ad- 
dressed. It  proved  to  be  one  of  the  most  effective  in  pulling 
business  of  any  ever  used  by  this  concern. 
§71  The  two  letters,  pages  219  and  220,  were  contributed  by 
Mr.  Mac  Martin  and  commented  on  by  him  as  follows: 

"First  letter: 

"Number  sent  out  304. 

"Number  of  replies  47. 

"Number  of  new  accounts  received  3. 

"Number  of  orders  received  7. 

[179] 


LETTERS  THAT  MAKE   GOOD 

"Gross  profit  on  first  orders  received  $1,427. 

"The  reasons  why  this  letter  brought  this  rather 
large  return  might  be  catalogued  as  follows: 

"1 — Quality  of  paper,  printing,  and  typewriting 
was  the  best  I  could  make  it,  regardless  of  expense. 

"The  letter  was  filled  in  in  our  regular  form  with 
'My  Dear  Mr.  Doe'  at  the  top  and  the  name  and  address 
of  the  recipient  at  the  bottom. 

"3 — It  was  signed  in  ink  by  myself. 

"4 — The  letter  is  short,  shorter  than  most  business 
men  are  used  to  receiving. 

"5^The  letter  was  timely. 

"a — In  the  first  place  it  referred  to  an  incident  in 
my  personal  experience  on  which  the  local  newspapers 
had  given  considerable  publicity.  (In  a  business  which 
seems  to  have  a  professional  nature,  business  often  gets 
away  by  people  thinking  you  are  still  out  of  town.) 

"b — It  was  sent  out  at  the  close  of  a  rather  dull 
summer  season  when  most  of  the  recipients  were  feeling 
the  need  of  some  stimulant  for  business. 

"6 — The  letter  was  natural.  After  writing  my  first 
draft  I  called  upon  a  representative  of  the  list  and  used 
the  exact  words  in  conversation  with  him  to  see  if  the 
style  sounded  natural.     This  is  the  hardest  test  I  know. 

"The  letter  contained  a  definite  proposition.  (In 
this  relation  it  might  be  interesting  to  note  that  only 
one  of  the  orders. received  was  for  a  booklet,  the  definite 
proposition  suggested.  The  suggestion  of  a  booklet 
was  used  in  the  form  of  a  'leader'  only.) 

"8 — The  appeal  was  in  the  form  of  Suggestion  and 
the  particular  arguments  in  favor  of  the  action  were 
worked  in  as  descriptions  of  the  service  which  were  sup- 
posed to  be  taken  for  granted.     (To  the  fact  that  a  reply 

[1801 


LETTERS  THAT  MAKE   GOOD 

required  no  prolonged  deliberation  I  attribute  consider- 
able" of  its  success.) 

"9 — The  letter  was  personal.  The  letter  was  ad- 
dressed to  'you,'  a  definite  representative  of  the  list. 

"10 — The  conclusion  suggested  immediate  action 
and,  to  an  extent,  described  the  process  of  an  action. 
.  (It  might  be  interesting  to  note  that,  although  the  action 
suggested  was  that  of  telephoning,  not  one  of  the  replies 
came  in  that  form;  and  I  did  not  expect  them  to.  One 
came  in  as  a  personal  call  of  a  man  from  out  of  town  who 
arrived  the  same  day  he  received  the  letter.  Four  came 
as  voluntary  interviews  the  next  time  I  saw  those  men 
at  a  Club.    The  other  forty-two  came  as  letters. 

"I  might  add  that  I  have  never  received  less  than 
5%  response  of  some  kind  from  a  letter  of  this  descrip- 
'    tion. 

"This  letter  was  not  'followed  up'  in  the  regular 
sense  of  theword  although  on  December  26 1  sent  another 
letter  (page  220)  to  218  of  this  same  list  and  received  22 
replies.  This  New  Year's  letter  was  not  written  with 
the  expectation  of  receiving  any  immediate  replies.  It 
is  too  early  at  this  date  to  estimate  the  amount  of  gross 
profit  on  this  New  Year's  letter." 

§72    Two  of  a  series  of  letters  (pages  221  and  222) ,  used  by  a  large 
carriage  manufacturing  concern,  are  commented  on  as  follows: 

"Our  sales  department  supports  a  large  corps  of 
travelers,  and  most  of  the  orders  received  are  written  by 
salesmen.  The  selling  plan  is  to  market  the  work  through 
the  travelers  rather  than  by  mail;  however,  it  is  the 
policy  to  supplement  the  travelers'  activities  by  the  lib- 
eral use  of  follow-up  letters.  Naturally  these  letters  are 
intended  to  mould  the  dealer's  opinion  and  impress  him 

[181] 


LETTERS  THAT  MAKE   GOOD 

with  the  desirabihty  of  handUng  the  goods  in  order  to 
pave  the  way  for  the  traveler. 

"It  will  be  seen,  therefore,  that  our  letters  are  de- 
signed more  particularly  to  co-operate  with  the  salesmen 
than  to  solicit  immediate  orders  by  mail,  although  of 
course  a  considerable  volume  of  business  comes  to  us 
through  the  mail.  The  usual  method  is  to  employ  a 
series  of  five  or  six  letters  sent  at  intervals  of  from  one  to 
three  weeks.  The  series,  therefore,  rather  than  the  indi- 
vidual letter,  should  be  considered  in  determining  its 
effectiveness,  because  the  individual  numbers  of  the 
series  are  so  closely  related  that  the  results  of  a  single 
letter  would  be  hard  to  tabulate." 

•■§73  The  letter  on  page  223  is  brief  and  personal  in  its  tone.  It 
brought  a  consistent  seven  per  cent  of  returns  which  is  considered 
very  large  in  the  business  in  which  it  was  used. 
§74  On  page  224  is  a  letter  which  brought  very  satisfactory 
returns.  It  was  contributed  by  Mr.  W.  B.  Greene  and  com- 
mented on  by  him  as  follows: 

"This  letter  was  mailed  to  a  small  list  of  glass 
manufacturers.  We,  therefore,  were  aible  to  know 
rather  definitely  the  matters  in  which  these  people 
would  be  interested,  and  to  write  our  letter  accord- 
ingly. We  paid  particular  attention  to  the  sequence 
in  order  to  gain  and  hold  attention. 

"The  cost  of  operation  of  a  plant  is  always  a  live 
topic  with  the  manager  and  the  immediate  reference 
to  a  very  large  company  in  the  business  and  the  fact 
that  we  were  sending  them  a  description  of  an  impor- 
tant part  of  this  company's  equipment,  was  a  matter 
of  considerable  interest.  Having  gained  their  atten- 
tion, we  were  able  in  the  second  paragraph  to  offer 

[182] 


LETTERS  THAT  MAKE   GOOD 


the  services  of  our  Engineering  Department.  It  was 
unnecessary  here  to  attempt  to  sell  our  machinery  as 
there  is  nothing  to  sell  until  the  engineers  have  studied 
the  conditions  and  made  recommendations. 

"The  third  paragraph  offered  the  House  Organ 
after  they  had  become  interested  in  this  through  the 
article  mentioned  above. 

"We  believe  that  we  had  this  material  arranged 
in  the  proper  order  as  every  concern  would  be  inter- 
ested in  the  first  paragraph,  but  a  relatively  small 
number  in  the  second.  The  second  paragraph,  how- 
ever, would  have  no  value  without  being  preceded 
by  the  first.  Responses  to  this  letter  have  been  rather 
exceptional,  considering  the  product  which  we  sell." 

§75  On  page  225  is  a  letter  used  by  a  manufacturing  concern 
to  create  demand  of  the  jobber  for  their  goods.  The  letter 
is  an  argument  showing  the  advantage  to  the  dealer  in  carrying 
goods  of  high  quality  backed  by  reputation.  The  statements 
are  made  from  the  dealer's  point  of  view,  the  fifth  paragraph 
taking  up  the  argument  for  the  particular  goods  offered  by  the 
manufacturer. 

§76  On  pages  226,  227,  and  228  are  three  letters  used  by  a 
lumber  dealer.  In  each  case  the  opening  paragraphs  are  state- 
ments from  the  reader's  point  of  view.  Based  on  these  para- 
graphs the  remainder  of  each  letter  is  a  general  sales  talk.  They 
brought  a  very  perceptible  increase  in  the  daily  purchases  from 
this  concern  by  contractors  and  builders  during  the  period 
while  they  were  used. 

§77  The  letter  on  page  229  brought  larger  returns  than  any 
other  ever  used  by  this  firm.  The  appeal  is  intended  to  pull 
from  the  highest  class  trade.  No  specific  appeal  is  made  and  it 
is  merely  a  little  quality  talk  opened  with  an  implied  compli- 
ment, both  of  which  seemed  to  be  very  effective. 

[183] 


LETTERS   THAT  MAKE   GOOD 

§78  The  letter  on  page  230  was  contributed  by  Mr.  D.  Arthur 
Bowman  and  commented  on  as  follows: 

"To  create  a  desire  one  must  first  establish  a 
prestige.  To  do  this  latter  it  is  not  only  necessary  to 
have  character,  personality,  and  straightforwardness 
(NOT  flippancy)  in  the  investment  banking  house 
letters,  but  a  degree  of  helpfulness  and  suggestive  in- 
formation which  will  form  in  the  mind  of  the  prospect 
a  concrete  picture. 

"Summing  up,  the  first  point  to  be  established  is 
the  matter  of  confidence.  After  that  has  been  gained, 
the  facilities  of  the  house  should  be  briefly  explained. 
This  speUs  service.  Finally,  distinct  offerings  of  secu- 
rities may  be  made,  which  meaiis  the  exposition  of 
opportunity.  These  three  steps  properly  taken,  suc- 
cess should  follow." 

§79  The  letter  on  page  231  is  a  good  example  of  a  brief  letter 
to  break  the  ice  with  new  prospects  as  well  as  a  follow-up.  In 
this  case  an  enclosure  was  used  in  order  to  create  the  interest 
necessary  for  the  interview  sought. 

§80  The  letter  on  page  232  was  used  by  a  large  advertising 
agency  and  is  self-explanatory.  The  friendly  tone  of  the  letter 
throughout  makes  it  valuable  from  a  good-will  standpoint. 
The  closing  shows  a  highly  optimistic  viewpoint  the  keenness  of 
which  makes  it  highly  commendable  in  the  personnel  of  an  ad- 
vertising agency. 

§81  The  letter  on  page  233  was  typed  in  red  with  note  on  side 
and  bottom  margin  in  imitation  handwriting.  It  is  original  in 
its  construction  and  no  doubt  that  is  in  a  large  measure  respon- 
sible for  its  unusual  success.  It  shows  the  value  of  originality. 
§82  The  letter  on  page  234  is  essentially  a  formal  business  an- 
nouncement in  the  first  paragraph.     It  was  sent  to  a  list  of 

1184] 


LETTERS  THAT  MAKE   GOOD 

automobile  owners  and  patrons  to  try  to  interest  them  in  a 
new  model  of  a  different  make  from  their  own  cars,  yet  carefully 
avoiding  any  suggestion  that  might  offend.    It  is  not  strong  as 
a  sales  letter  but  as  a  good-will  letter  was  very  effective. 
§83     The  letter  on  page  235  is  commented  on  as  follows: 

"1st,  it  requests  the  privilege  of  talking  to  the 
buyer  on  what  he  is  interested  in;  2nd,  it  not  only  em- 
phasizes Paint  but  gives  an  idea  of  our  other  stock; 
3rd,  it  emphasizes  service;  4th,  it  stresses  the  fact  that 
we  are  the  only  manufacturers  in  this  state." 

§84  The  letter  on  page  236  is  illustrative  of  a  simple  proposi- 
tion for  keeping  in  touch  with  customers  and  showing  interest 
in  their  patronage.  It  has  a  value  of  general  advertising  aside 
from  what  direct  orders  might  result,  although  it  proved  more 
than  ordinarily  satisfactory  in  immediate  results. 
§85  The  letter  on  page  237  was  contributed  by  Mr.  Clark  E. 
Schurman  with  the  following  comments: 

"Here  is  the  letter  that  has  created  the  most  interest 
of  any  I  have  used  in  four  years  and  it  must  be  known 
before  reading  it  that  our  company  has  shown  evidence 
of  its  mechanical  ability  through  a  long  series  of  fine 
booklets  and  has  proposed  many  plans  of  advertising  to 
this  list  of  furniture  manufacturers,  month  by  month 
before  this  letter. 

"Also  that  in  the  furniture  industry  the  writer  is 
fairly  well  known  for  a  few  successes  with  difficult  furni- 
ture accounts.  I  suppose  the  conversational  tone  of 
this  letter  and  its  confessional  character  have  something 
to  do  with  its  success. 

"Perhaps  the  opening  is  strong  because  it  takes  up 
the  attack  by  a  third  party  upon  the  recipient  and  the 
writer,  throwing  us  together  in  mutual  interest.    The 

[185] 


LETTERS  THAT  MAKE   GOOD 

.  proposition  in  the  first  paragraph  is  so  striking  and  im- 
portant, if  true,  that  a  man  could  hardly  pass  up  the 
rest  of  the  letter. 

"The  illustration  in  the  second  paragraph  justifies 
the  first  assertion. 

"In  the  third  paragraph  one  party  on  the  defensive 
admits  the  challenge  of  the  outside  manufacturer  and 
accepts  his  share  of  the  blame,  which  subtly  suggests 
that  the  recipient  of  the  letter  may  as  well  admit  his 
share. 

"Likewise,  we  have  offered  a  good  example  in  the 
matter  of  a  resolution  in  the  fourth  paragraph  and  in- 
vited a  frank,  explanatory  answer  by  quick  termination 
of  the  letter  without  any  preaching. 

"We  received  a  number  of  long  answers  to  this 
letter  and  two  manufacturers  came  from  a  distance  of 
over  a  thousand  miles  to  take  it  up  personally." 

§86  The  letter  on  page  238  is  a  remarkably  clever  handling  of  a 
very  delicate  situation.  It  is  a  production  of  Mr.  Louis  V. 
Eytinge  and  shows  keen  analysis  of  the  situations  confronting 
both  the  customer  and  the  dealer.  This  letter  has  a  tone  that 
is  hard  to  get  in  a  letter  of  this  kind. 

§87  The  letter  on  page  239  is  one  that  shows  remarkably  clever 
handling  of  a  complaint  of  high  prices.  It  states  the  policy  of 
the  house  in  a  manner  that  is  sure  to  make  a  good  impression 
and  convince  of  the  worth  of  the  goods  and  the  sincerity  and 
rehability  of  the  firm.  This  letter  is  from  Mr.  Louis  V.  Eytinge. 
§88  The  letter  on  page  240  is  an  excellent  example  of  what 
can  be  done  by  way  of  putting  personality  into  correspondence. 
The  opening  is  one  that  would  get  attention  and  interest  at 
once  and  the  "action"  all  through  the  letter  carries  the  reader 
without  effort.  The  connection  between  the  opening  and  the 
real  proposition  of  the  letter  is  made  without  a  break.  The 
closing  is  brief  and  strong  and  aims  to  make  the  response  easy. 

[186] 


'5*  T  »  ♦  T^S  »  TJ  »^»  ij»  i  T»  S  Ti  i  T  »  ij_i  }  T  i  STi  i  T»  »  :*  »^^ 

♦■■♦•■♦•-♦■♦'♦•■♦■'♦■■♦■■♦■'♦''♦■■♦'•♦■♦'■♦•■♦•■♦•■♦■■^'♦■♦■■♦■■f'r't'f^'t-^-f-t-^+ji. 


Cluett- Jackson  Shoe  Company 

George  H.  Cluett         Walter  A.  Jackeon 

Men  and  Women's    ^  "■"  X/'^T^  C^ 

Paterson's  Leading  Shoe  Store  k/7  I   Ix    *!  J^^ 


■''»t„*.'^--'^--'^->->- 


216  Broadway 

Paterson,  N.  J. 


I   MCMSCRS  OF   THE   BODONI    FAMILY        ITALIAN    SOROER 
CAN   TYPE   FOUNDERS   COMPANY 


Dear  Hadam:- 

Clnderella  was  not  the  only  nor  the  last  of  her  sex  to 
win  by  a  pretty  foot.  It's  being  done  every  day. 

A  beautiful,  well-shod  foot  appeals  just  as  forcefully 
to-day  as  in  the  time  of  Cinderella.  The  Prince  knew  what 
he  was  about  when  he  chose  the  girl  who  wore  trim,  pretty 
footwear.  He  knew  that  she  would  make  him  a  good  wife.  And 
if  he  had  known  about  the  *♦•♦♦•  shoes,  he  would  have 
stipulated  that  she  wear  them. 

Have  you  ever  pictured  in  your  mind's  eye  the  style  of 
shoe  you  wanted  and  the  way  you  wanted  it  to  look  on  your 
foot,  and  tried  to  find  the  shoe  to  fit  the  picture?  I've 
done  it  many  a  time,  but  when  I  went  to  the  dealer's  and 
asked  to  try  on  real  shoes,  they  always  fell  far  short  of  the 
picture.   It  seemed  as  if  the  shoes  were  all  made  for  some 
other  shaped  foot. 

Since  I  have  known  about  ♦•*♦**  shoes,  I  know  what 
it  is  to  wear  a  boot  of  lovely  lines,  one  that  conforms  to 
my  foot,  yet  has  the  snappy,  correct  style  which  so  appeals 
to  a  particular  woman — the  look  which  makes  it  a  pleasure 
to  appear  in  the  newest  walking  costiune,  with  short,  scant 
skirt. 

There's  a  last  in  every  style  to  fit  j^ our  foot,  and  a 
style  in  every  last  to  fit  :^our  individual ityT  They  have 
that  made-to-order  look,  too. 

Yours  very  sincerely, 

For  THE  ••♦*♦•  COMPANY 


[187] 


/ 


/ 


iiiiiiiiiiiiiiiimiiiiiiiiiiiiimiiiimimiiiijiiuiiiiii 

1.0W  VAMP  ssd:] 


THE  :^'^\.ivj:"j:iT  ^soe  store 

QUALITT  POOT^^iami  i^'D^i  i^iiiC-fiiM2NATIHO  PEOPIaE 


880  South  Stn«t 

SET   IN   ANTIQUE   SHADED  ^^ 

L,T»<„0«E  0.«.MCNT       UT„OTO»E  SR.SS   ROLt  MeiUphlS!,    TeS&Sil 

AMERICAN    TYPE   FOUNDERS   COMPANY  ^  * 


Dear  Madam :- 

There's  a  cheery  little  pair  of  *****  *  walking  boots 
waiting  for  you  at  the  dealer's — made  for  you,  to  jrour  taste 
and  j;_our  style;  just  the  thing  to  wear  with  that  smart,  new 
trotteur  gown  you've  had  sent  home. 

You'll  love  them  when  you  see  them;  they  have  exactly 
the  look  you've  been  thinking  about  for  that  purpose-- 
mannish,  but  nothing  lacking  in  grace  and  daintiness  for  all 
that.  As  Rebecca  would  say,  they  seem  to  be  shrieking  aloud 
for  you  to  come  and  buy  them. 

When  you  look  over  the  walking  boots,  you  will  be  so 
pleased  that  the  sympathetic  salesman  will  show  you  some  of 
the  dress  models,  and  then  you  will  be  lost  for  sure.  A 
shoe  for  every  occasion,  and  positively  the  best  for  that 
occasion,  ****** ^    every  one  of  thein. 

Besides,  here  is  a  secret  I  haven't  told  you  before: 
The  ******  are  so  unbelievably  reasonable  in  price  that 
you  need  no  longer  feel  that  horrid  pricking  of  the  con- 
science that  you  have  tried  to  down  heretofore  when  you 
indulged  yourself  in  the  kind  of  boots  your  taste  demanded. 

STYLE,  COMFORT,  MODERATE  PRICE!  You'll  be  the  envy  of 
your  most  fastidious  friends. 

DO  go  and  look  at  those  walking  boots. 

Yours  very  sincerely, 


[188] 


GILBERT  &  SHERMAN 

Dealers  in  Shocs  for  Men  and  Women 


50  State  Street 

Minneapolis,  Minn. 


DONl   BOLD   SHADED        FLORAL   DECORATOR 
TYPE   FOUNDERS   COMPANY 


Dear  Sir:- 

As  I  have  not  had  the  pleasure  of  seeing  you  In  our 
store  lately,  which  may  be  due  either  to  the  fact  that  you 
have  not  been  in,  or  that  I  was  engaged  when  you  called,  it 
occurs  to  me  that  perhaps  you  have  not  looked  over  our  fall 
and  winter  lines. 

In  all  my  many  years  in  the  shoe  business  I  have  never 
handled  such  an  attractive  line  of  shoes  as  the  fall  and 
winter  styles  of  the  ♦**♦♦♦.  The  lasts  are  particularly 
good,  and  they  will  be  sure  to  appeal  to  your  artistic  sense. 

Some  of  these  lines  of  the  fall  shoes  are  going  to  be 
very  rapid  sellers,  and  as  I  know  that  they  are  the  kind  of 
shoes  that  appeal  to  you,  I  Want  to  suggest  that  you  look 
in  as  soon  as  you  can  make  it  possible,  so  that  you  may  be 
fitted  and  suited  before  the  line  begins  to  run  out. 

Very  respectfully, 


[189] 


"CiO<cr>00<c;>00<3>00<:=>0()<cr>00<=r>0()<:3>00<:3>00«^^>0()<==^ 


..'.n,-,<'aNw'.-^> 


:'/Vy;/fa^-f,iV.'N4,te4/'',>\->iX-,'^ 


George  B.  Do^vnes 


Superior  Service  Guaranteed  DEALER  IN  MENS  AND  WOMEN'S 

to  Customer.  ZJ  '       1      /^  J         C7 

Leading  Shoe  Store  in  St.  Louis  11  7  ff  H    \Jf  rCLCLe   ^  1X068 

CORNER  STATE  STREET  AND  BROADWAY.  ST.  LOUIS,  MISSOURI 


';,'.-.y;<i.-i>':;',<y?i'f.'y;i',-.-,-:.---:, 


t?f)<:z=>f)iy==>f)t)<:==>(iiyc=>iit)<=z>^ti<=:=>^<yc=:^ 


SET    IN    PABST   OLDSTYLE   AND    PABST   ITALIC        STRATHMORE   ORNAMENTS 

DELLA   ROBB1A   BORDER        CHAP-BOOK   GUIDONS        INLAND    BORDER    NOS.   641    AND    1241 

AMERICAN   TYPE   FOUNDERS    COMPANY 


Dated  If 

I 


J 


Dear  Hadam:- 

America  leads  the  world  in  artistic,  correct  shoe  maJc- 
ing,  and  the  new  models  of  •  *  •  *  *  *  shoes,  lead  America 
in  every  point  that  most  appeals  to  women  of  taste. 

The  designer  of  *****  *  shoes  is  an  artist  and  an 
enthusiast.  He  has  spent  a  lifetime  studying  the  human  foot 
and  how  best  to  "bring  out  its  beauty  lines.  This  designer 
man  says  he  is  going  to  keep  on  studying  and  improving  th6 
*••♦♦*  shoes  until  every  woman  in  America  will  wemt  a 
pair  just  to  see  how  attractive  her  foot  oein  look. 

It  really  doesn't  seem  as  if  anything  could  be  more 
completely  satisfying  than  the  new  models. 

The  materials,  too,  that  go  into  these  shoes  are  as 
good  as  the  style.   Selected  hides,  worked  and  shaped  by 
people  who  like  their  work  and  know  it  better  than  any- 
one else  ever  knew  it.   The  velvet  ones  are  velvet,  not 
velvetine,  and  the  buckskins  are  dreeuns;  then  there  are 
the  tans — but  why  say  more? 

You  simply  can't  resist  them. 

Yours  very  sincerely, 


[190] 


llllllillllilillllllllllllllllllllllllllllllllllllllllllllllllllM^ 

THL  LD150N  LLLCTRIC  ILLUMINATING 
COMPANY  OF  B05T0N 


GLNLRALOFFICL5:No.39  BOYL5TON  5TRLLT 

ADDRL5S  ALL  COMMUNICATIONS  AND  COMPLAINTS  TO  THIS  OFFICE. 


WL  ARE  PREPARED  TO  FURNISH  INFORMATION  AND  SUGGESTIONS  RELATIVE  TO  THE  INSTALLATION  OF  ELECTRICITY 


IN   BULFINCH   OUOSTVLE        TWENTIETH    QENTURY  ORNAMENTS 
R1CAN   TYPE   FOUNDERS    COMPANY 


Boston,  Mass. 

Dear  Sir:- 

I  hope  you  will  not  think  I  am  encroaching  unduly  upon 
your  time  if  I  call  the  following  matter  to  your  attention. 
Has  it  yet  been  brought  to  your  notice  that  the  price  of 
electricity  throughout  this  Company's  entire  territory  is 
to  "be  reduced  this  morning  from  11  cents  to  10  cents  per 
kilowatt  hour, — a  drop  of  nearly  ten  per  cent? 

Have  you  any  fault  to  find  with  the  Edison  service? 
Is  there  anything  I,  personally,  can  do,  or  this  Company 
can  do,  to  improve  our  service — to  satisfy  you  better? 

I  would  esteem  it  a  privilege  to  hear  your  criticism  on 
your  eleotrlo  supply,  or  your  criticism  of  any  representative 
of  this  Compajiy  with  whom  you  come  iri  contact. 

I  am  enclosing  a  stamped  addressed  envelope  for  your 
convenience.   I  earnestly  solicit  an  expression  of  your 
views  or  suggestions,  or  any  helpful  advice  to  the  end  that 
the  service  we  render  may,  if  possible,  be  improved,  or  that 
your  relations  with  our  employees  may  be  made  more  pleeisant. 

Yours  very  truly, 


[191] 


3Bl  iFourttj  Au?n«0 


Batrii  ^ 


SET  IN  ENGRAVERS  OLD  ENGLISH  BOLD       CHAP-BOOK  GUIDONS 
AMERICAN  TYPE  FOUNDERS  COMPANY 


jj3^Q   ♦  •   *   »   •   »  stocking  Co., 
****** 

Gentlemen :- 

Last  night  I  visited  a  house  -  just  a  plain  middle-olass 
hous9. 

Over  in  a  corner  of  the  living  room  sat  a  white-haired 
old  lady.   She  was  darning  socks. 

And  I  thought  of  dear  Tom  Hood,  and  his  immortal  "Song 
of  the  Shirt,"  and  then,  far  be  it  from  me  to  travesty  such 
a  genius,  I  jotted  down  these  lines: 

The  Song  of  the  Sock 

With  fingers  weary  and  worn. 

Darn,  darn,  darn, 
A  woman  sat  all  forlorn. 

Dam,  dam,  dam. 

No  blessed  leisure  in  evening  hours, 
A  pile  of  socks  before  her  towers. 
They  have  to  be  mended  -  her  spirit  cowers. 
Dam,  darn,  darn. 

This  family  were  subscribers  to,  and  readers  of  *  *  *  * 
—  There's  nearly  a  million  other  families  like  them.  What 
an  appeal  you  could  make  through  our  pages! 

Ask  your  agent  about  the  February  number. 

Yours  very  truly,  f 

P.S.  Rate  $500  a  page,  and  pro  rata.  February  forms  close 
December  15th.  Magazine  on  sale  January  10th.  Hurry  copy 
for  February  niunber  -  send  it  direct,  and  instruct  us  through 
your  agent  (if  any).  '  .  •■  i 


[192] 


38 1  Fourth  Avenue 


LA   A03BIA        DELLA   ROBSI*  ORNAMENTS   AND    FESTOONS 
rrPE   FOUNDERS   COMPANY 


NEW  YORK 


X 


The    *****   *  Stocking  Co., 

"Gentlemen  :- 

I  thought  of  a  second  stanza  for  the  "Song  of  the  Sock" 
-  here  it  is: 

0  men  with  sisters  dear, 

Darn,  dam,  dam, 
0  men  with  mothers  and  wives. 

Dam,  dam,  darn. 

'Tis  not  that  you're  wearing  small  holes  in  your  socks. 
But  the  fact  that  such  labor  one's  true  spirit  mocks; 
So  go  to  your  hosier  --  and  order  a  box  — 
Qf  •♦•*♦»_  ^jjQ  wonderful  Guarajiteed  Socks 
Darn,  dam,  darn. 

And  I'll  wager  that  the  million,  or  more,  women  readers 
Qf  *  *  »  *  *  *  will  bless  you,  and  your  thoughtfulness,  if 
you  bring  home  this  fact  to  their  menfolk  -  and  you  reach  at 
least  three  million  men  and  women  when  you  advertise  in  our 
pages. 

As  I  told  you  previously,  the  $500  rate  holds  good  for 
February.  Porms  close  December  15th,  so  hurry  up  copy.  We 
don't  want  to  rush  things  at  the  last  moment. 

Yours  very  truly. 

In  reply 

refer  to 

CMI 


[193] 


HOUGHTON    MIFFLIN    COMPANY 

THE   RIVERSIDE  PRESS 
CAMBRIDGE    •    MASSACHUSETTS 


Dear  Sir:- 

If  you  have  watched  a  band  of  immigrants  landing 
from  an  ocean  stesuner,  or  have  gazed  upon  them  herded  to- 
gether in  some  railroad  station,  did  the  thought  ever  strike 
you  how  hopeless  their  lot  seemed  to  be? 

Did  you  ever  stop  to  ask  yourself  what  compelled 
them  to  leave  their  homes,  what  thoughts  were  in  their 
minds,  and  what  were  their  plans  for  the  future? 

Maiy  Antin,  once  a  poor  young  Russian  immigrant, 
answers  you  in  "The  Promised  Land."  Can  you  read  the  few 
words  by  her  that  follow  without  a  clearer  understanding  of 
what  America  means  to  the  downtrodden  alien? 

"Born  in  a  Jewish  'Pale'  in  the  mediaeval 
atmosphere  of  a  dark  comer  of  Russia,  I  early  fled 
from  the  scourge  of  despotism  and  took  shelter  under 
the  American  flag.   I  brought  nothing  with  me  but 
my  memories  of  an  old  order  of  things  and  a  great 
hunger  for  the  bread  of  freedom.  How  I  was  fed  and 
taught  and  helped  till  the  scars  of  my  early  martyr- 
dom were  effaced,  how  the  democratic  institutions  of 
America  carried  me  in  a  decade  through  as  many  cen- 
turies of  progress  -  that  is  the  story  of  my  life. 
To  love  your  country  understandingly,  you  should  know 
what  I  have  been  and  what  I  have  become.  In  the  book 
of  my  life  is  written  the  measure  of  your  country's 
growth  and  an  answer  to  your  doubts." 

Can  you  imagine  anyone  not  wishing  to  read  the 
book  summed  up  by  these  words? 

Can  anyone  fail  to  be  benefited  by  the  autobiog- 
raphy of  this  young  woman  who  braved  the  unknown  privations 
of  a  foreign  land,  and  before  the  age  of  thirty  won  a  re- 
spected position  among  her  adopted  people? 

Pew  books  touoh  the  human  heart  as  does  Mary 
Antin' s  autobiography,  "The  Promised  Land." 

Yours  very  truly, 


[194] 


I 


^1 

r)RI  N  TERS'  INK 
lUBLISHI  N  G  CO. 

CHICAGO,  1206  Boycc  Buildint                        S 
Geo.  B.  Hiiche,  Mana(er                                 ~J 
BOSTON.  2  Be.con  Street                                J 
Juliut  Matthcwt,  Maneter                                "J 
ST.  LOUIS.  Third  National  Bank  Bld(. 
A.  D.  McKinney.  Manager 
ATLANTA.  Candler  B<iildin( 

Geo.  M.  Kohn,  Manaier                                 ^  ^ 

FHILADELPHIA,  Lafayette  Bnildinl                   ;fl 

J.  Rowe  Stewart                                            A 

MONTREAL.  QUE..  La  Prease  Buildinf             i^ 

J.  J.  Gibbona,  Manafer                                   3 

PRINTERS'  INK,  The  Weekly  Journal  of  Advertising 

11 

iET  IN    RECUT  CASLON    AND    NEW  CASLON 
>OOLE   PRINTING    CO.,    BOSTON,    MASS. 


12  West  31st  Street 

New  York 

Dear  Sir:- 

It  is  nearly  three  years  ago  that  I  happened  to  notice 
at  an  adjoining  tahle  in  the  Waldorf  dining  room  Mr.  E.  D. 
Gibhs,  for  ten  years  Advertising  Director  and  trainer  of 
salesmen  for  the  National  Cash  Register  Company.   I  went 
over  to  his  table  and  tried  to  persuade  him  to  write  for 
PRINTERS'  INK  a  series  of  articles  which  would  tell  the  in- 
side facts  of  how  the  National  Cash  Register  Company  has 
been  a*ble  to  get  out  of  its  selling  force  such  remarkable 
efficiency. 

Mr,  Gibbs  agreed  at  once  that  such  a  series  of  articles 
would  be  one  of  the  most  inspiring  business  stories  ever 
written  -  that  they  would  be  of  tremendous  value  to  men  in 
other  and  very  different  lines  of  business.  Mr.  Gibbs  was 
very  busy.  Other  things  were  pressing  for  his  attention, 
etc . ,  etc . 

I  have  been  after  Mr.  Gibbs  for  these  articles  ever 
since,  and  just  now,  when  I  had  about  despaired  of  ever 
getting  him  to  write  them,  he  has  sent  in  the  first  instal- 
ments.  They  will  begin  to  appear  in  PRINTERS'  INK  June  29th 
under  the  title,  "How  The  National  Cash  Register  Company 
Gets  lOOj^  Efficiency  Out  Of  Its  Men." 

At  various  times  200  different  concerns  have  started 
to  make  cash  registers  in  competition  with  the  N.  C.  R.  and 
they  have  had  to  go  out  of  business  because  the  N.  C.  R.  had 
its  selling  organization  in  such  perfect  condition.  Yet 
this  company  was  not  always  so  strongly  intrenched.  Back  in 
1892  President  John  H.  Patterson  was  expecting  a  business 
panic.   In  order  to  be  prepared  for  the  storm  he  took  Mr. 
Gibbs  on  a  tour  of  all  their  branches.  What  they  learned  on 
this  trip  was  ajnazing.  No  doubt  the  same  conditions  prevail 
to-day  in  90  percent  of  the  business  concerns  of  the  coun- 
try.  What  Mr.  Patterson  and  Mr.  Gibbs  did  to  meet  the  sit- 
uation, up  to  that  time  unsuspected,  will  be  told  in  these 
articles,  step  by  step. 

Enclosed  is  a  blank  subscription  order  for  PRINTERS' 
INK  for  one  year.   The  cost  involved  is  a  mere  $2  for  52 
issues.   These  Gibbs  articles  are  only  a  sample  of  the  vital 
and  helpful  matter  appearing  in  our  columns  week  by  week. 

Very  truly  yours, 


[195] 


J.  I.  ROMER,  President  and  Secretary 


R.W.  LAWRENCE,  Vice  President  and  Treasurer 


J.  M.  HOPKINS,  General  Manag 


Prtulgra'  ink  f  «blt0l|tng  Qlompam 

PRINTERS'  INK,  The  Weekly  Journal  of  Advertising  *  No.  12  West  31st  Street,  New  Yoi 


SET    IN    ENGRAVERS   OLD   ENGLISH   AND    RECUT   CASLON        CHAP-BOOK   GUIDONS 
POOLE   PRINTING    CO.,    BOSTON,    MASS. 


Dated 


I 


Dear  Mr.  Jones :- 

One  of  our  star  contributors  has  become  a  farmer.   A 
couple  of  years  ago,  James  H.  Collins  bought  a  240-acre  farm 
up  in  the  Berkshires  and  the  work  of  putting  it  in  condition 
has  brought  him  into  the  market  for  all  sorts  of  things. 

In  PRINTERS'  INK  for  September  28th,  Mr.  Collins  will 
throw  very  interesting  light  upon  the  farmer  as  a  purchaser 
of  advertised  goods.   The  title  of  the  article  will  be: 

"THE  WEAK  SPOT  IN  GETTING 
COUNTRY  TRADE." 

You  know  how  James  H.  Collins  holds  the  interest  of  the 
reader  on  any  subject  that  he  .tackles  and  here  is  a  matter 
that  he  feels  deeply  about.  His  talk  will  be  right  from  the 
inside  amd  it  is  going  to  do  advertisers  a  world  of  good  be- 
cause it  will  wake  them  up  as  tc  the  right  way  of  going  after 
the  farmer's  patronage. 


There  will  b 
issue  on  the  agri 
to  be  represented 
$50.   I  am  sorry 
way  of  preferred 
at  extra  prices, 
next  _reading,  at 
un d 6*3 Tr able  posit 
get  the  preferenc 
order  immediately 
whole  lot. 


e  other  good  things  in  our  September  28th 
cultural  advertising  situation.  You  ought 

by  at  least  a  page  advertisement  -  cost 
to  say  that  we  can't  offer  you  much  in  the 
position  for  these  are  taken  way  in  advance 

But  we  can  promise  you  a  _goiod  position, 
run  of  paper  rate.   In  fact,  "there  isn't  an 
ion  in  the  entire  paper.   First  comers  will 
e,  however,  and  if  you  will  wire  us  your 

on  receipt  of  this  letter,  it  will  help  a 


Porms  close  September  22nd. 

Yours  truly, 


[196] 


mi  JBD 

I.  ROMER,  President  and  Secretary  R.  W.  LAWRENCE.  Vice  President  and  Treasurer  J.  M.  HOPKINS,  General  Manager 

Printers'  Ink  Publishing  Company 

PRINTERS'  INK,  The  Weekly  Journal  of  Advertising 

12  West  31st  Street 

New  York 


Et   IN   MEMSERS   OF   THE   CLEABFACE    FAMILY        MONOrONE   BORDER 
OOLE   PRINTING   CO.,    BOSTON,    MASS. 


To  the  Advertising  or  Sales  Manager, 

Dear  Sir:- 

We  are  so  sure  that  we  have  a  good  thing  in  these  Hotch- 
kin  articles  that  we  are  sending  you  the  first  one  complete, 
just  as  it  was  printed  in  PRINTERS'  INK  for  October  12th. 
When  you  read  it  you  will  agree  that  it  is  pretty  live 
information. 

There's  more  to  follow.  We  are  so  certain  that  you'll 
want  it  --  and  the  other  coming  features  in  PRINTERS'  INK  -- 
that  wo  have  printed  this  little  circular  just  to  give  you 
another  chance  to  subscribe  while  the  Hotchkin  articles  are 
current. 

When  you  come  to  the  end  of  the  articles  you  will  find 
a.  blank.   Won't  you  sign  it,  please? 

Very  truly. 


[197] 


Exists 


Dear  Friend: - 

Why  not  surprise  your  cerebrum,  and  give  your  convo- 
lutions a  treat? 

The  Era  will  increase  your  will  power;  your  capacity 
for  friendship;  your  thinkery;  bolster  your  ideals;  and  by 
adding  to  your  health  will  double  for  you  the  Joys  of  life: 
avert  that  burnt  sienna  taste,  distance  the  ether  cone,  and 
send  the  undertaker  into  a  receivership. 

The  Pra  is  printed  by  printers,  and  in  make-up  is 
strictly  bosarty. 

We  just  must  have  your  subscription  --  for  your  own 
good  and  ours. 

Please  reply  abruptly  and  with  precision. 
Yours  normally. 


[198] 


Jfrom  €lltjert  Hu^^at*tr 

^^    <£as!t  Aurora,  toticf)  isi  in 
^jI^  €rie  Countp,  i^eiu  ^ork 


ET   IN   CLOISTER   BLACK 

^)(TON    INITIALS   AND   ORNAMENT 

MEB1CAN   TYPE   FOUNDERS   COMPANY 


Saint  Hyaolnthus  Day 
7.30  A.  U. 

Dear  Playmate: 

Hera  is  an  offer  that  no  sensi'ble  person  like  you  can 
afford  to  resist. 

Come  in  on  it  for  yourself  and  friends  tefore  Saint 
Peter  closes  the  gate. 

A  little  "bird  tells  me  that  1914  for  you  will  be  the 
happiest  and  most  prosperous  year  you  have  ever  known.  How- 
ever, you  must  euhsorihe  for  THE  PHILISTINE  in  order  to  get 
the  full  benefit  of  the  vibes. 

Remit  by  check,  staimps,  money-order,  just  as  is  most 
convenient.  At  the  same  time  make  a  wish,  which  wish  we 
warrant  to  come  true.   The  mails  are  safe  unless  your  letter 
is  registered.  One  Dolodocci! 

So  let  us  hear  from  you  as  soon  as  you  hit  the  Cosmic 
turf.  One  Taft  Dolodoooi. 

Your  sincere 


[199] 


The  Roycrofters 

Makers  of  De  Luxe  Books,  Hand-Made  Furniture 

and  Things.      Printers  and  Publishers  of 

The  Fra,  The  Philistine,  and 

Little  Journeys 


East  Aurora,  Erie  County,  N.  ¥. 


Dear  Playmate  in  the 
Kindergarten  of  God 

I  am  not  Elijah  but  I  am  something  just  as  good. 

I  am  Pericles  with  an  Aristophanes  twist  and  a  Socratic 
mental  "bias  gotten  from  my  cosmic  sleep  of  twenty-four  cen- 
turies close  by  tho  dust  of  the  gentlemen  just  referred  to. 

I  know  more  than  Plato,  Pliny,  Paul,  Socrates,  Seneca, 
or  Shakespeare,  because  I  live  later. 

I  am  fifty  years  old  and  have  never  been  sick  a  day  - 
having  never  read  a  medical  advertisement  nor  consulted  a 
physician.   I  have  not  missed  a  meal  excepting  thru  inabil- 
ity of  access. 

I  have  never  failed  in  a  business  venture  nor  had  a 
fire.   I  have  made  millions  for  others  and  all  I  want  for 
myself. 

I  have  been  offered  a  salary  of  fifty  thousand  dollars 
a  year  if  I  would  turn  over  to  a  Literary  Syndicate  all  I 
write. 

I  declined  the  offer  because  I  want  to  be  a  farmer  and 
write  the  Choice  Stuff  just  for  two  publications  -  "The  Phil- 
istine" and  the  "Little  Journeys"  -  price  Two  Dollars  a  year 
for  the  two  and  a  De  Luxe  Roycroft  book  for  yourself,  gratis. 

It's  your  move ! 

Yours  truly, 


[200] 


)BERT  H.  MORGAN.  General  Manaiter 


HOWARD  L.  DARWIN.  Secrctary-Treuurer 


The  San  Joaquin  Vineyards 


AMERICAN  WINES 

Made  from  Grapes  Grown  in  the  Vineyards  of 
San  Joaquin  Vallej — the  Finest  in  the  World 


WtUd  In  the  San  Joaquin  Valley. 
oof  (or  the  luciousness  of  its 
Gr|  a.  we  are  able  to  make  Wines 
Ihi  re  equal,  if  not  superior,  to 
W  >of  the  European  Vineyards 


CASLON   SEfliES 

V  KiVSTONE  TVPe  FOUNDRY 


Long  1 


San  Joaquin,  Cal., 


Dear  Sir:- 

We  are  writing  you  this  personal  letter,  hoping  you 
may  become  interested  in  our  products.   You  no  doubt  are 
familiar  with  the  geographical  advantages  of  the  Lake  Keuka 
district  as  a  grape  and  wine  producing  section. 

The  rich  fragrance  of  the  vineyards  at  harvest  time, 
the  smiling  sweetness  of  a  hundred  hillsides,  the  clinging, 
tender  beauty  of  millions  of  nature's  richest  and  fairest 
vines,  the  sparkle,  flavor  and  sunshine  of  its  generous  and 
health-giving  fruit  are  all  concentrated  at  our  establish- 
ment. 

This  company  is  one  of  the  very  first  organized  in  the 
famous  grape  section  of  *****  *  and  ******  and  es- 
tablished with  a  view  of  supplying  physicians  and  the  feimily 
trade  direct  from  our  wine  cellars;  believing  that  confi- 
dence must  result  by  eliminating  the  middleman. 

Our  wines  rightly  have  a  place  in  every  Holiday  repast. 
No  Christmas  dinner  is  complete  without  our  delicious  spark- 
ling Champagne  Cocktail.   The  greatest  delicacy  you  can  give 
your  friends  as  a  Christmas  remembrance  and  one  most  appre- 
ciated is  a  case  of  our  choice  wines. 

Our  Winery  #23  near  •♦****is  under  the  supervision 
and  inspection  of  a  U.  S.  Gauger.   Adulteration  would  be 
impossible. 

Our  wines  are  very  old,  fully  matured  and  guaranteed  by 
us  to  conform  to  all  Pure  Food  Laws. 

We  ship  as  usual  wholly  on  your  approval  of  the  goods. 
Pay  one-half  express,  or  freight  charges  in  full  on  orders 
of  $6.50  and  upward,  and  we  ship  your  goods  in  a  plain  sealed 
package,  ask  no  money  in  advance;  if  not  found  satisfactory, 
do  not  pay  for  the  goods.   See  Special  Offers  Enclosed. 

Hoping  you  will  avail  yourself  of  our  liberal  offers 
and  thanking  you  in  advance  for  your  anticipated  favor,  we 
beg  to  remain. 

Very  truly  yours. 


[201] 


■'         ■r  — '^^^'*^V'(g' "         " 

JOHN  FENNELL 

IMPORTER 

175  Devonshire  Street  and  136  Arch  Street,  Boston,  Mass. 


li  1 


->■       ■»- 


3gLA-5^t^c£5jSt 


SET   IN    CASLON    BOLD         SCHUIL   ORNAMENTS 
POOLE    PRINTING    COMPANY,    BOSTON,    MASS. 


Dear  Sir:- 

The  idea  that  about  this  time  you  will  be  making  your 
purchases  of  wines  emd  liquors  for  the  holidays  prompts  me 
to  send  you  the  enclosed  special  price  list. 

During  the  holidays,  of  all  times,  you  wsmt  the  best 
there  is — for  "Christmas  comes  but  once  a  year."  This  is  a 
time  when  you  want  to  offer  your  old  friends  a  taste  of  hos- 
pitality that  has  the  flavor  of  real  good  fellowship.   There 
is  something  about  a  sparkling  beverage  that  cements  friend- 
ship and  makes  for  real  good  cheer  and  merriment. 

For  over  forty  years  I  have  been  supplying  the  best 
families  in  New  England  with  choice  wines  and  liquors,  and 
the  big  business  I  have  built  up  is  due  to  personal  selec- 
tion of  all  my  goods.  I  know  just  what  New  England  people 
want  and  have  prepared  this  special  list  to  include  none  but 
brands  of  high  quality,  and  the  prices  are  special  for  the 
holidays. 

A  bottle  of  choice  wine  is  always  appreciated  as  a  gift, 
and  I  suggest  that  you  include  in  your  order  a  few  bottles 
to  remember  your  friends  with. 

Pick  out  what  you  want  from  the  list  and  send  your  orde^ 
as  soon  as  you  possibly  can--don't  wait. 

Yours  very  truly. 


[202] 


Bennett  &  Morrison 
real  estate 


spf  al  attention  to  care  and 
rJ  »l  of  property 


■XI  1  leMBEHS  OF  THE  COPPERPLATE  OOTHIC  FAM 
*wr[  N  TTPE  FOUNDERS  COMPANY 


52  ASYLUM  STREET 

Hartford.  Conn. 


Dear  Sir:- 

The  open  air — the  fields — the  hills — the  woods! 

The  call  is  in  us.  Every  fibre  of  the  body  of  man, 
woman,  and  child  oraves  the  open  air.  All  out-door  Nature 
oalls  to  the  Nature  that  is  in  us. 

This  desire  is  often  a  difficult  one  to  satisfy,  but 
here  is  an  easy  way  to  do  it. 

Make  Parkfields  your  summer  home.  Here  Nature  has  been 
lavish  with  her  beauties  and  attractions,  emd  it's  just  the 
place  for  a  cottage  or  bungalow. 

There  are  many  lots  to  select  from,  and  for  a  small 
outlay  you  can  secure  one,  erect  a  neat  cottage  or  bungalow, 
emd  have  a  cool  retreat  all  summer  and  every  summer--one 
where  you  caji  live  for  less  than  the  usual  cost  of  living  at 
home. 

Parkfields  meets  all  the  requirements  for  health, 
pleasure  and  recreation.   It  is  attractive  and  desirable  in 
every  way — high  elevation,  cool  air,  pure  water,  woods! 

Shall  we  show  you  plans  and  take  you  out  to  see  the 
lots? 

Yours  very  truly. 


[203] 


l^etebaci)  Company 


Sbbertimng  SSepartnunt 


SET  IN   CLOISTER  BLACK       VERSATILE  BORDER 
AMERICAN   TYPE   FOUNDERS    COMPANY 


^loucesiter,  i^.f. 


Gentlemen: 

At  first  you  may  not  know  why but  this  fact  is  of 

concern  to  you;-- 

What  fact?  The  fact  that  we  moved. 

We  moved  from  1133  Broadway  to  78-80  Murray  Street. 

And  that  move  means  this  much  to  you-- that  it  enables 
you  to  get  a  better  service  from  us and  at  a  lower  price. 

Our  rental,  per  square  foot,  is  much  lower. here and 

our  facilities  are  better  in  every  respect. 

We  can  offer  you  up-to-date,  money-saving,  light-in- 
creasing •♦*♦*•  equipment,  at  the  best  price  yet  on  ■ 
record. 

After  buying  from  us,  you  will  not  feel  that  you  have 
spent  money — you  will  feel  as  if  you  have  earned  money. 

Look  over  the  enclosed  folder.   See  for  yourself. 

And  then,  better  still, — come  in  and  see  our  new 
quarters . 

Yours  truly, 

P.  S.  You  will  do  yourself  (and  us)  a  great  favor  if  you 
will  keep  this  letter  on  file  where  you  can  refer  to  it 
easily. 


[204] 


S.  RAILSBACK,  President  and  Treasurer 


Telephone,  Rkhmoiul  1188 


A.  B.  Black  Road  Machineiry  Co. 

WE  HAVE  IN  STOCK.  PREPARED  TO  SHIP,  REPAIRS  FOR  ALL  MAKES  OF 

ROAD  MACHINES,  STONE  CRUSHERS 

Gyratory  Stone  Crushers,  Motor  Mowers,  Dump  Wagons,  Macadam  Scrapers,  Etc. 
New  England  Agents  for  The  Austin,  Western  Co.    Sole  Agents  for  Black's  Snow  Plows  in  New  England 


N   MEMBERS   OF   THE   CLCARFACE   I 
»TILC   ORNAMENTS 
ICAN   TYPE   FOUNDERS   COMPANY 


29  South  Market  Street 


Boston 

Dear  Slr:- 

We  are  enclosing  catalogs  showing  cuts  and  giving  brlei 
description  of  our  line  of  road  machinery.   Please  exsunine 
them  and  keep  them  among  your  references,  and  when  you  are 
in  the  market  for  anything  in  the  road  building,  road  re- 
pairing or  road  cleaning  line,  please  drop  us  a  line  and  give 
us  an  opportunity  to  give  you  detailed  specifications  and 
prices. 

We  carry  in  stock,  ready  to  ship,  repair  parts  for  all 
makes  of  crushers  and  road  machines,  also  shovels,  picks  and 
general  supplies.  Our  aim  is  to  please  our  customers,  be- 
cause we  want  their  trade.  We  solicit  your  patronage  on  the 
merit  of  high  quality  of  material  and  late  improvements,  and 
we  stand  back  of  everything  we  sell. 

Thanking  you  for  past  favors,  we  beg  to  remain, 
Yours  respectfully, 


[205] 


1- 


^ 


The  Parkfields  Inn 


i.. — 


HEADQUARTERS  FOR  AUTOMOBILE  PARTIES 


i 


First-Class  Cuisine  and  Service 


SET    IN    BEWICK    ROMAN         PANEL   BORDER        VERSATILE   ORNAMENT 

AMERICAN   TYPE    FOUNDERS    COMPANY 


Parkfields,  N.  J. 


Dear  Slr:- 

When  you  take  a  run,  run  over  to  Parkfields.   All  roads 
leading  to  Parkfields  are  excellent  roads,  leading  through 
charming  scenery;  and  Parkfields,  when  you  get  there  is  a 
delightful  town,  full  of  attractions. 

One  of  the  most  attractive  places  in  Parkfields,  to  the 
motorist,  is  the  Parkfields  Inn. 

You  may  run  a  thousand  miles  sind  not  strike  its  equal 
for  good  cheer,  good  food,  good  service  and  all  the  delica- 
cies, substantials  and  luxuries  that  appeal  to  the  motorist 
who  knows  what's  what. 

Come  to  Parkfields,  come  to  the  Parkfields  Inn.   The 
glad  hand  for  you  and  refection  and  refreshments  that  touch 
the  spot  add  to  the  sum  of  your  day's  delights.  Every  sea- 
sonaljle  delicacy  from  every  clime;  the  TSest  of  sea  foods. 

The  Parkfields  Inn  is  open  all  day  Sunday  and  Sunday 
evening,  with  a  menu  a  la  carte  to  please  every  taste. 

We  promise  to  make  good,  aind  we  do  it  too. 

YourB  very  truly, 


[206] 


JoJjtt  Harrington  $c  Co.,  Jfloriste 


IN    CLOISTER   BLACK        STRATHMORE   ORNAMENT        LINEAR    BORDER    NO.   2 

siCAN   TVPE   FOUNDERS   COMPANY 


439  Uafapttte  Street 

Puffalo,  M.W^ 


Dear  Madam :- 

Do  you  want  to  make  this  Holiday  Season  even  more  en- 
joyable than  the  last? 

Nothing  will  more  surely  add  to  your  and  your  friends' 
enjoyment  of  this  festive  occasion  than  flowers. 

There  is  hardly  anything  more  pleasing  to  the  eye  than 
a  vase  of  rich  out  flowers:  Roses — Carnations--Poinsettias, 
or 

Several  potted  plants:  Azaleas--Begonias,  or  a  showy 
Ciclonem  or  two. 

And  so  I  might  go  on  I'eciting:   Sweet  Peas,  Violets, 
Lilies  of-the-Valley,  et  cetera.  But--what  is  far  better-- 
come  in  and  see  the  actual  flowers  and  plants  yourself.  See 
for  yourself  what  an  elaborate  assortment  is  here. 

I  know  you'll  enjoy  every  minute  while  here,  as  I  shall 
be  pleased  to  explain  everything  in  detail:   the  different 
varieties — their  peculiarities--their  blossoming--every- 
thing,  and  you'll  be  under  no  obligation  to  me  whatever. 

Why  not  include  ILOWERS  in  your  list  of  Gifts  this 
year?  They'll  be  appreciated  as  much — and  more — than  any- 
thing you  could  give. 

Very  truly  yours, 


[207] 


MAKERS  AND  RETAILERS  OF  CLOTHING  FOR  MEN  AND  BOYS  *  UNIFORMS  AND  LIVERIES 


SET   IN    CLOISTER    BLACK   AND    NEW   CASLON 
MERCANTILE   BORDER        WAYSIDE   ORNAMENTS 
AMERICAN   TYPE    FOUNDERS   COMPANY 


PUBLICATION  DEPARTMENT 
C.  M.  FAIRBANKS 


No.  16  COOPER  SQUARE 


Dear  Sir: 

Your  name  has  not  appeared  on  our  books  for  some  time. 
If  there  is  a  particular  reason  for  this,  we'd  like  to  know 
what  it  is;  especially  if  it  involves  any  criticism  of  our 
merchandise  or  our  methods  in  the  past. 

It  is  a  fixed  principle  with  ******   Company  to 
hold  your  money  on  deposit  for  you  until  every  transaction 
is  satisfactory.  All  we  ask  is  the  privilege  of  righting 
anything  that  goes  wrong  in  this  store.   If  you  will  be  good 
enough  to  give  us  that  opportunity,  we  will  see  that  you  get 
the  best  possible  service  as  well  as  the*  best  possible  mer- 
chandise here. 

Why  not  enjoy  the  convenience  of  a  charge  account? 
Very  truly  yours, 


[208] 


iWabcrg  anil  "Retailers  of  iWcn'u,  JSopsC  anb 

Cfjilbrcn's  Clottjing;  •  ®niform£(  anb 

Hibttiti  •  J^aberbasfjcrp  •  l^ats 

16  Cooper  ©quart 
Qeto  9orfe 


8(|     CLOISTER  BLACK       MISSAL  INITIALS 
1.     -.AN  TYPE  FOUNDERS  COMPANY 


Dear  Madaim: 

We  don't  know  of  a  more  interesting  store  than  this  for 
the  Mothers  of  Boys,  euid  we  want  you  to  know  it  better  than 
you  do. 

While  economy  of  cost  is  a  prime  consideration  both 
with  you  and  with  us,  we  do  not  permit  ourselves  to  lose 
sight  of  the  attractiveness  of  style  and  proper  fit  in  mak- 
ing clothing  for  Children. 

We  don't  know  of  any  other  house  that  has  so  happily 
struck  the  exact  balance  between  what  a  boy  ought  to  wear 
and  what  his  clothing  ought  to  cost. 

It  will  be  a  great  pleasure  to  show  you  what  we  have 
done  for  the  little  fellows  if  you  will  give  us  the  oppor- 
tuni  ty . 

Very  truly  yours. 


[209] 


I 


BROWN -WALES  COMPANY 


Iron,  Steel,  Structural  Material 
Bolts,  Nuts,  Sheet  Iron,  Metals 


•         •       •     •  • 
••••••••••  *        • 


Power  Transmission  Machinery 
Tool  Steel,  Tinplates,  Wire,  Etc. 


*•••••••••••••••••••••••••••••••«•••••••••••••••••••••••••••••••• 


ESTABLISHED  IN  1870 


Telephone.  Fort  Hill  400 


69-83  Purchase  Street 

Boston,  Mass. 


SET  IN   CLEARFACE  GOTHIC 

CAST   SQUARES        DAINTY   BORDER        HELLO    CUT 

AMERICAN   TYPE    FOUNDERS   COMPANY 


Dear  Sir:- 

Upon  looking  over  our  books  we  were  pleased  to  find 
that  you  formerly  had  an  account  with  us  but  regret  the  same 
has  not  been  very  active  recently. 

We  should  like  very  much  to  open  an  account  with  you  as 
we  are  exceedingly  anxious  that  you  should  increase  your 
business  with  us  and  are  positive  it  will  result  to  your 
benefit  and  satisfaction. 

If  anything  has  occurred  to  cause  any  dissatisfaction 
if  you  will  be  good  enough  to  let  us  hear  from  you  we  will 
gladly  do  all  we  can  to  remedy  th^  same. 

The  spring  trade  will  soon  open  and  as  you  will  need 
some  goods,  we  hope  to  be  favored  with  at  least  a  part  of 
your  valued  orders. 

Thanking  you  for  your  consideration,  we  remain, 

Yours  truly, 


[210] 


li  BROWN-WALES  COMPANY 


f 


PLUMBERS,  STEAM  FIHERS  SUPPLIES 
SEAMLESS  STEEL  TUBING,  ALL  SIZES 
POWER  TRANSMISSION  MACHINERY 


IRON,  STEEL,  STRUCTURAL  SUPPLIES 
BOLTS,  NUTS,  WASHERS,  TOOL  STEEL 
TIN  PLATES,  SHEET  IRON  AND  METAL 


No.  69-83  PURCHASE  STREET,  BOSTON,  MASS.      Telephone,  Fort  HiU  400 


MtMBERS   OF  THE   CHELTENHAM    FAMILY        COMMERCE   ORNAMENT 
<    BRETON    CAST   SQUARES        CHAP-BOOK   QUIDONS 
\H  TYPE   FOUNDERS   COMPANY 


4 


Dated 


Dear  Sir:- 

We  are  pleased  to  find  you  have  in  the  past  favored  us 
with  some  of  your  husiness,  which  we  wish  to  assure  you  was 
very  much  appreciated:  and  you  are  in  a  degree  responsible 
for  the  growth  and  success  of  our  business. 

We  are  extremely  desirous  to  impress  upon  you  the  fact 
that  the  service  we  render  is  the  very  best  that  can  be  se- 
cured anywhere. 

We  want  to  convince  you  -  and  we  can  -  that  our  busi- 
ness is  based  upon  correct,  practical,  business  principles 
and  gives  the  highest  degree  of  efficient  service,  which  is 
the  result  of  hard,  earnest  work  and  conscientious  effort. 

We  know  that  your  patronage  is  to  our  mutual  advantage 
and  satisfaction.   Our  years  of  experience,  well  assorted 
stock  and  efficient  organization  at  your  command,  are  the 
basis  upon  which  we  solicit  your  future  business,  and  repre- 
sent the  strongest  possible  reason  why  we  deserve  it. 

Yours  truly, 


[211] 


Plumbers'  and  Steam  Fitters'  Supplies 
Seamless  Steel  Tubing 


Established  in  1870 


Telephone,  Fort  Hill  .Q 


Brown -Wales  Company 

IRON,  STEEL,  STRUCTURAL  MATERIAL,  BOLTS,  NUTS,  WASHERS,  TOOL  STEEL 
TINPLATES,  SHEET  IRON,  WIRE,  METALS,  POWER  TRANSMISSION  MACHINERY 


69-83  Purchase  Street 

BOSTON,  MASS. 


8rr  IN  NEWS  GOTHIC 

AMERICAN  TYPE    FOUNDERS  COMPANY 


Dear  Sir:- 

You  may  3oon  need  some  goods  in  our  line  -  we  need  your 
business  -  is  there  any  good  reason  why  we  cannot  get  to- 
gether and  each  make  a  dollar? 

The  material  we  carry  is  the  very  best  we  know  how  to 
buy  -  the  best  the  market  affords  -  to  sell  at  various 
prices. 

We  feel  so  sure  of  the  quality  of  our  merchandise  -  so 
confident  in  our  ability  to  please  you  -  that  we  guarantee 
both  the  goods  and  your  complete  satisfaction. 

Trusting  we  may  be  permitted  tcf   serve  you  often  we 
remain , 

Yours  truly, 


[212] 


STABLrSHED  IM  I870  TELEPHONE.  FOBT  MILL  400 

BBOWN=WALES  COMPANY 

IRON,  STEEL,  STRUCTURAL  MATERIAL  SLS^  PLUMBERS' ©"STEAM  FITTERS'SUPPLIES 
BOLTS,  HUTS,  WASHERS.  TOOL  STEEL  'IIMP  SEAMLESS  STEEL  TUBINQ 
TINPLATES,  SHEET  IRON,  WIRE,  METALS  jf<^  POWER  TRANSM  ISS  ION   MACH  INERA 

69-83  PURCHASE  STREET,  BOSTON 


IN  ABBOT  OLOSTYLE     WAYSIDE  ORNAMENT 
CRICAN  TYPE  FOUNDERS  COMPANY 


Dear  Sir:- 

Por  some  reason  you  have  not  recently  favored  us  with 
muoh  of  your  business.  We  wonder  why.  You  know  how  you 
feel  about  a  case  of  this  kind.  You  have  a  line  of  goods, 
well  assorted,  prices  right,  courteous  salesman,  and  for  no 
apparent  reason  you  have  received  no  orders  from  a  desirable 
customer.   Don't  you  begin  to  wonder  what  is  wrong? 

Well,  that  is  Just  the  way  we  feel  about  it,  every 
reason  why  you  should  buy  from  us,  still  no  business.  Won't 
you  help  us  out  and  tell  us  why? 

You  can  do  a  nice  business  with  us  if  we  get  together. 
We  can  help  you  a  great  deal  if  you  will  write  us,  explain- 
ing why. 

Yours  truly, 


W  [213] 


structural 

Material, 

Power 

Transmission 

Machinery, 

Seamless 

Steel 

Tubing 


SET   IN    CENTURY   BOLD   AND    CENTURY   BOLD    ITALIC 
TWENTIETH    CENTURY  ORNAMENT        CHAP-BOOK   GUIDONS 
MONOTONE   BORDER 
AMERICAN    TYPE   FOUNDERS   COMPANY 


Brown -Wales  Company 


Established  1870 
Telephone  Fort  Hill  400 


No.  69  Purchase  Street,  Boston,  Mass. 


DATE 


i 


Dear  Slr:- 

It  is  always  gratifying  to  hear  often  from  an  ola 
friend,  and  v/hen  looking  through  our  records  we  are  sorry 
to  find  that  we  have  not  heard  from  you  for  some  time. 

Now  it  may  he  that  you  have  not  been  in  the  market  since; 
however,  we  feel  that  you  will  need  more  goods  in  our  line 
soon,  and  we  would  like  to  ask  that  you  hear  us  in  mind  when 
placing  the  order. 

Soliciting  a  continuance  of  your  future  patronage,  which 
we  wish  to  assure  you  has  heen  appreciated  in  the  past,  and 
hoping  to  hear  favorably  from  you  soon,  we  are,  with  kind 

regards. 

Yours  truly, 


[214] 


nbera'  and  Steam  Fitters'  Supplies 


Power  Transmission  Machinery 


Brown -Wales  Company 


Structural  Material 


lephone,  Fort  Hill  400 


69-83  Purchase  Street 

Bo^on,  Mass. 


I  -  IN   MEMBERS   OF  THE   CHELTENHAM    FAMILY 
I  lUSTRIAL  ORNAMENT        MONOTONE   BORDER 
;  ERICAN   TYPE   FOUNDERS   COMPANY 


Dear  Sir:- 

Enclosed  please  find  alphabetical  list  of  the  articles 
which  we  carry  in  stock. 

This  list  is  comprised  entirely  of  materials  of  merit 
and  our  prices  are  consistent  with  good  service  and  quality. 

Your  trade  "being  desirable  to  us,  we  are  taking  this 
occasion  to  ask  you  to  let  us  quote  you  when  in  need  of  any- 
thing in  our  line. 

We  wish  to  show  you  that  we  are  anxious  to  have  your 
business  and  will  see  that  your  orders  are  given  the  best 
possible  attention  in  regard  to  prompt  delivery  and  lowest 
prices. 

Thanking  you  for  all  past  favors,  we  remain, 
Yours  very  truly, 


§67 


[215] 


.ijj.ii.ij.ij.ij.ijTi.rijjjjj.ixiJJ.tiTi.ijj.ri.iTi.ri.ijjjjj.iijj.ij.ijjjj.ijjjj.i.ijjjjj.i.ij.ijjjj.i.i.i.riTijjjJiJ.iJjj.iJjjjjjjjjjjjjjjjjjj^^ 


ilartine  iManuf  acturing  Company 

NO.  425  WESTERN  AVENUE,  BALTIMORE,  MARYLAND 


I I I I Ill I Ill II I miiii I I II I iiiiiiii iiiiimiiiii ■■■■1 Ill I I II 11 1 1 II I liii H Ill I 


SET   IN    CLOISTER   BLACK   AND    BOOKMAN   OLDSTYLE 

LINEAR    BORDER   NO.    2        DELLA   ROBBIA   BORDER        CHAP-BOOK   GUIDONS 

AMERICAN   TYPE  FOUNDERS   COMPANY 


SBateb: 


i 


Dear  Sir:- 

Live  Industrial  Plant  Operators  are  in  the  habit  of 
telling  friends  and  acquaintances  "Our  factory  is  equipped 
with  *♦♦*♦*. 

But  never  in  an  apologetic  tone,  as  if  they  were  ashamed 
of  the  fact. 

It's  invariably  said  with  just  a  little  bit  of  pride 
in  the  voice  -  Just  as  a  man  might  tell  you  his  car  was  a 
Packard. 

Now  -  won't  it  help  yojir  business  to  say  "We  handle 

«   «   *   «   *   4r9 

Fill  out  and  return  the  enclosed  card  for  our  mailing 
files  and  we  will  send  you  our  Bulletin  #7  with  quotations. 

Yours  very  sincerely, 


[216] 


BRANCH   HOUSES:  BRANCH   HOUSES' 

W   YORK  NEW   ORLEANS  LONDON,    ENG. 

0     AND.  ORE.         SEATTLE.  WASH.  ESTABLISHED    1832  MONTREAL.  P.  Q.       ST.  JOHN.  N 

SAN   FRANCISCO.  CAL.  VANCOUVER.   B.   C 

S>xxntinhs  Mntminttnrxn^  C0. 

THE  SIMONDS  SAW 

UNEQUALLED   IN   QUALITY  AND   UNIFORMITY 

SAWS  KNIVES  FILES  STEEL 

IWORKS  AT  FITCHBURG.  MASS..  AND  CHICAGO.  ILL. 

■IT  COPPERPLATE  GOTHIC  AND  ENGRAVERS  OLD  ENGLISH  BOLD 
.    TYPE  FOUNDERS  COMPANY 


Dear  Slr:- 

Every thing  is  mutual  in  this  business.  We  make  good 
Saws.  We  expect  good  Dealers.  We  spend  money  to  create  a 
market.  We  expect  co-operation  from  Dealers.  Let  us  hear 
your  side  of  the  case.   If  selling  *♦•♦*•  Hand  Saws 
will  not  be  of  more__£rofit  to  you  than  it  will  to  us,  do 
not  touch  them;  but  how  are  you  going  to  know  unless  by 
actual  experience? 

Why  not  get  things  started  at  once?  We  will  get  after 
the  Carpenters  while  you  get  the  goods  in  stock  ready  to 
serve  them.  This  means  only  a  small  outlay  and  the  percent 
of  profit  will  be  worth  every  bit  of  the  effort.  Every 
♦♦***♦  Saw  we  fully  guarantee.  What  shall  we  ship  you? 

Yours  very  truly, 


[217] 


DISTRIBUTERS  TO  THE  TRADE 


Small-^ram  DiSTiLLme  O 


INCORPORATED 


OLD    WHISKEYS     EXCLUSIVELY 


L®lM¥ILLfc  KY. 


SET  tN  COMSTOCK.    LIGHT  COPPERPLATE  GOTHIC  AND 
LIGHT  COPPERPLATE  GOTHIC   EXTENDED 
AMERICAN  TYPE  FOUNDERS  COMPANY 


Dear  Sir:- 

As  harmless  as  a  custard  pie  -  as  potent  as  the  stim- 
mer  sun  -  with  an  aroma  that  would  smooth  the  wrinkled 
brow  of  an  Egyptian  mummy  -  that's  ******  fourteen 
years  old. 

What  would  you  not  give  for  an  opportunity  to  get  on 
speaking  terms  with  a  Nectar  that  grows  two  smiles  where 
there  was  only  a  grouch  before.  Better  as  a  medicine  or 
a  wrinkle  chaser  than  the  pills  of  any  M.D. 

We  are  offering  this  perfect  Kentucky  lubricant  to 
the  elect  few  who  differentiate  whiskies  solely  on  the 

basis  of  merit.   The  return  of  enclosed  postal  will  be  con- 

j 
strued  as  your  order. 

Respectfully  yours, 


^ 


[218] 


TELEPHONES 

TBI  STATE  CENTER  1 188        NORTHWE&TERN  NICOLLET  288 

The  Mac  Martin^dvertising  Co. 

OF  MINNEAPOLIS 

OFFICES,  1020  SECURITY  BANK  BUILDING 


HBRIDOE  SERIES 
HANSEN  TYPE  FOUNDRY 
tND  NEW  YORK 


Dear  Slr:- 

I  have  been  intending  to  write  you  ever  since  I  re- 
turned from  the  Boston  Convention. 

They  say  that  the  time  to  advertise  is  when  you  want 
more  business. 

If  you  are  interested  in  getting  in  closer  touch  with 
your  buyers  or  in  decreasing  your  proportionate  selling 
cost,  I  should  like  to  show  you  what  we  have  done  for 
others. 

I  have  been  wondering  if  a  booklet  telling  about  your 
proposition  just  the  way  you  would  tell  it  to  me,  if  I  were 
a  prospective  buyer,  would  not  be  of  value  Just  at  this  time. 

The  facilities  of  this  office  backed  by  eight  years 
experience  in  this  territory  are  at  the  other  end  of  either 
of  your  telephones,  there  in  front  of  you. 

Yours  very  truly. 


[219] 


DC 


e: 


OFFICES 

Number 
Ten  Twenty 
Security  Bank 
Building 


The  MAC  MARTIN  ADVERTISING 
COMPANY  of  MINNEAPOLIS 


TELEPHONES 
Tri-State 
Cemer  1188 
Northwestern 
Nicollet  288 


3 


SET  IN   DELLA  R0BB1A       MONOTONE  BORDER 
AMERICAN   TYPE   FOUNDERS    COMPANY 


Dear  Slr:- 

Just  at  this  time,  when  you  are  reviewing  the  past 
twelve  months  and  making  plana  for  increased  efficiency,  I 
have  been  wondering  if  some  of  the  records  and  data  which 
this  office  has  accumulated  may  not  be  of  assistance  to  you. 

Even  if  you  do  not  use  any  of  our  particular  products 
I  will  be  glad  to  furnish  you,  free  of  charge,  any  data  or 
suggestions  which  my  company  in  its  eight  years  of  experi- 
ence has  acquired. 

We  have  found  that,  no  matter  how  much  or  how  little 
advertising  one  expects  to  do,  a  definite  plan  for  at 
least  one  year  in  advance  often  eliminates  much  waste  and 
greatly  increases  efficiency. 

May  I  take  this  opportunity  to  thank  you  for  favors 
you  have  shown  me  in  the  past  and  add  my  word  to  the  many 
wishes  you  are  receiving  for  a  Happy  and  Prosperous  New  Year. 

Cordially  yours. 


[220] 


Parry  Manufacturing  Co. 

Carnages 


oAlakers  of  High-Grade 
BUGGIES,  PHAETONS 
SURREYS,  DRIVING  WAGONS 


i  OLDSTYLE   AND    BOOKMAN    ITALIC 
TIL«  ORNAMENT        FRENCH    CAST   SQUARES 
CAM  TYPE   FOUNOtRS   COMPANY 


Indianapolis,  Ind.,  U.  S.  A. 

Dear  Sir:- 

When  the  dealer  sells  a  buggy  he  makes  a  profit. 
That's  his  prime  idea  in  selling  it.  The  more  buggies  he 
sells  the  more  profit  he  makes.  So  it  is  his  aim  to  sell 
a  great  many  that  his  profits  may  increase. 

The  conclusion  of  this  little  line  of  elementary 
reasoning  is  that  the  vehicle  dealer  must  offer  the  kind 
of  work  that  will  sell  readily  and  at  reasonable  prices. 

That's  what  we  are  offering  the  trade  for  1912.  It's 
the  kind  which  permits  you  to  buy  low  and  sell  high,  with 
a  good  long  margin  for  yourself  in  between. 

But  the  price  is  not  the  only  virtue.  It's  the  good, 
honestly  made,  well  finished  work  -  the  kind  that  not  only 
pleases  the  customer,  but  brings  him  back  -  ajid  his  neigh- 
bors, too. 

Surely,  Mr.  ,  the  line  that  perpetuates  your 

trade  and  multiplies  your  profits  while  it  does  it,  is 
worth  getting  acquainted  with.   The  way  is  easy  -  the 
enclosed  blank  does  the  triok. 

Yours  truly, 


Largest 
Carriage 
Factory 
in  the 
■World 

Vehicles 

ofall 

Kinds 


[221] 


Address  all  letters  to 

Parry  mfo.  Co.,  Indianapolis 


TIIE  LAHOEMT  CARRIAOK  FACTl 
IX  TIIK  M'OIlL.D 


Parry  Manxtf  arturing  C0mpany 

BIGGIES  •  Surreys  ♦  Phaetons  •  Driving  Wagons 
Spring  AVagons  •  delivery  w^agons  •  Carts 


S.  C.  PARKY.  President 

K.  K.  PARRY.  VICE-PRESIDENT 
L..  D.  GlTFFtN,  TREASURER 
T,  II.  PARRY,  CEN'L  SUP'T 
A.  M.  PARRY,    SECRETARY 


SET   IN    ENGRAVERS   OLD   ENGLISH    BOLD   AND   ENGftAVERS   BOLD 
AMERICAN   TYPE    FOUNDERS   COMPANY 


Undianapolia,  Jlnli.,  11.^.  A. 


Dear  Sir:- 

If  you  want  an  assured  sale  for  the  work  you  handle  - 

If  it  is  to  have  points  that  will  instantly  commend 
it  to  your  trade  - 

If  you  want  to  honestly  feel  that  the  work  you  are 
selling  possesses  real  merit  and  embodies  advantages  that 
your  competitor  can't  offer  - 

Weigh  these  19l2  ♦•♦•♦♦  features. 

First  -  Stylish  round-cornered  bodies  -  either  steel 
or  wood  -  no  extra  charge. 


Second 
effects. 


Snappy  auto  seats  -  both  twin  and  triple 


Third  -  Full  wrought  gears  on  "A"  and  "B"  grades. 

Fourth  -  Improved  painting  -  the  kind  that  lasts. 

Fifth  -  Honest  values  in  delivery  wagons. 

If  you  want  to  dominate  the  vehicle  business  in  (town) 
-  if  you  really  want  your  patrons  to  have  the  very  last 
penny's  worth  for  their  money  -  if  you  care  for  absolute 
fortification  against  competition  -  think  these  things  over 
carefully,  gentlemen. 

Yours  truly, 


[222] 


3nn 


Jiurroughs  Adding  Machine  Co. 


:nn 


\  1 JDRESS:  "BURAD"  DETROIT,  "ADDITIVE"  LONDON  THE  MACHINE  WHICH  INSURES  CORRECT  ACCOUNTING 

^  lERN  UNION,  LIEBERS,  AND  PRIVATE  CODES  USED  HAS  SAVED  ITS  USERS  MANY  THOUSANDS  OF  DOLLARS 


General  Offices  and  Factory: 

Detroit,  Michigan, U.S.  A. 


riEftS   OF  THE   BOOONI    FAMILY 
:  TON   CAST   SQUARES 
YPE   FOUNDERS   COMPANY 


Dear  Sir:- 

"Cost  Keeping  Short  Cuts"  is  a  new  book  about  costs 
and  it's  free  to  you  if  you  want  it. 

It  is  a  practical  book  because  the  things  in  it  come 
from  concerns  who  are  keeping  costs  in  all  lines  of  business. 
Friends  of  ours  really  wrote  it  for  us;  users  of  *****  • 
Machines,  who  have  worked  out  simple  time  and  labor  saving 
ways  of  knowing  the  vital  facts  about  their  business. 

That's  why  we  want  you  to  have  a  copy.  You'll  be  sure 
to  find  help  in  it  from  the  "other  fellow"  who  has  found 
some  short  cut.  And,  if  you  have  no  cost  system  now,  you 
will  get  a  good  idea  of  what  a  simple  sane  system  of  cost 
knowing  can  do  for  you. 

Some  of  the  192  pages  of  the  book  tell  how  the  •  *  ♦  • 
cuts  the  cost  of  keeping  costs.  Frankly,  that's  why  it  pays 
us  to  print  so  expensive  a  book  and  to  mail  it  without  cost 
to  you. 

Will  you  send  for  it  on  this  post-card? 
To-day? 

Yours  truly, 


[223] 


W.  W.  STEPHENS,  President 
D.  B.  PIERSEN,  Secretary 


F.  C.  ADAMSON,  V.  President 
and  Treasurer 


Stephens-Adamson  Mfg.  Co. 


Conveying,  Transmission  and  Screening  Machinery 
S-A  BELT  CONVEYORS 


AURORA 
CHICAGO 

NEW  YORK 


Main  Office  and  Worlcs 


Aurora,  Illinois 


SET   IN    CLEARFACE   GOTHIC        INDUSTRIAL   ORNAMENTS 
AMERICAN   TYPE   F04JN0ERS   COMPANY 


Dear  Sir:- 

You  have  undoubtedly  found  the  cost  of  handling  the 
materials  a  large  factor  in  the  economical  operation  of 
your  glass  plant.  You  will,  therefore,  be  interested  in 
the  labor-saving  equipment,  which  the  Hazel  Atlas  Glass 
Company  installed,  in  their  Clarksburg  Plant.  We  played  a 
large  part  in  the  design  of  this  equipment,  and  have  pub- 
lished &  description  of  the  same  in  the  "Labor  Saver"  for 
January,  which  is  being  sent  you  under  separate  cover. 

If  you  are  interested  in  conveying  equipment  of  this 
nature,  we  shall  be  glad  to  have  our  Engineering  Department 
study  your  requirenjents.  We  have  had  considerable  experi- 
ence in  the  design  of  labor-saving  machinery  for  glass 
plants,  and  if  we  can  be  of  such  service  to  you,  we  trust 
that  you  will  not  hesitate  to  call  upon  us. 

We  shall  also  be  pleased  1»o  place  your  name  on  the 
regular  mailing  list  of  the  "Labor  Saver,"  if  you  wish.   It 
is  sent  without  charge  to  the  larger  concerns  interested  in 
this  line  of  Machinery. 

Trusting  that  we  may  have  the  pleasure  of  a  reply,  we 
are 

Yours  very  truly. 


[224] 


The  Lowe  Brothers 
Company 


The  Lo-we  Paints  and 
Varnishes  Withstand 
All  Kinds  of  Climate 


Dayton      Boston      Kansas  City      Chicatfo 


MANUFAeWRERS  AND  DEALERS  IN  THE  HIGHEST  GRADES  OF 

Paints  and  Varnishes 


i 

jsrs|| 

m 


^AttST   AND   HEARST   ITALIC 
ARCS        ART-TILE  TINT   FORMERS 
J   TYPE   FOUNDERS   COMPANY 


Nev/  York  City 


Dear  Sir:- 

The  first  thing  a  customer  wants  to  be  assured  of  in 
making  a  purchase  is  quality.   To  make  the  sale  you  must 
convince  him. 

Merely  telling  him  it  is  all  right,  as  a  rule,  won't 
do.  You  should  first  te  sure  in  your  own  mind,  smd  then  you 
will  have  no  trouble  in  convincing  him  by  the  same  reasoning 
that  convinces  you. 

Now  when  you  are  determining  the  quality  of  an  article 
you  first  find  out  where  it  comes  from.  You  want  to  know 
what  it  is  made  of,  how  it  is  made,  and,  more  than  that,  who 
made  it.   If  it  is  from  a  manufacturer  who  has  the  right 
standing  and  reputation  that  fact  alone  guarantees  the 
quality. 

By  this  saime  reasoning,  therefore,  the  purchaser  be- 
comes convinced  as  to  whether  the  article  is  what  he  wants 
or  not.  For  many  years  our  name  has  been  the  standard  of 
quality  by  which  all  **♦•**  have  been  Judged.  Our 
trade  mark  is  the  quickest  selling  argument  that  you  could 
possibly  find.   It  is  the  highest  standard  of  excellence, 
and  not  only  excellence  but  progress--that  kind  of  progress 
which  meets  the  exacting  demands  of  present-day  requirements. 

Your  reputation  as  a  dealer  depends  on  the  kind  of 
goods  you  sell.   If  you  sell  our  products  our  reputation  is 
your  reputation. 

Yours  very  truly, 


§76 


[225] 


Telephones 
6359  -  Fort  Hill  ■  6360 


WILLIAM  R.  CARLSON 

WHOLESALE  LUMBER 

FORD  BUILDING 

BOSTON 


Dear  Sir:- 

Your  reputation  as  a  builder  is  made  out  of  the  seune 
quality  of  materials  that  you  put  into  your  buildings. 

The  use  of  a  good  quality  of  lumber  will  establish 
confidence  in  the  builder,  and  you  know  that  the  confidence 
of  your  patrons  is  the  most  valuable  asset  you  can  have. 

Therefore  quality  is  more  important  even  than  price-- 
but  the  price  must  be  right  or  you  can't  buy,  for  contracts 
are  usually  figured  in  competition  and  every  dollar  counts. 
And  then  evenness  of  qualit;  ,  assuring  you  against  loss  from 
waste,  is  another  important  consideration. 

There  are  several  features  about  our  equipment  and 
business  methods  that  make  it  possible  for  us  to  offer  you 
high-grade  lumber  at  the  prices  usually  charged  for  inferior 
qualities.   Our  location  is  one — side  tracks  saving  in 
cartage.   Our  excellent  facilities  for  storing  and  keeping' 
in  good  condition  is  another.   Then  there  is  our  financial 
interest  in  the  manufacture.   And  by  no  means  the  least  is 
the  big  volume  of  business  that  has  been  coming  our  way  for 
years. 

Visit  our  yards  and  see  for  yourself,  or  phone  for  one 
of  our  salesmen  to  call. 

Yours  very  truly, 


[226] 


17  ^  uii  *  6359 
lephones:  Fort  HUI  ^  ^^gi  Cable  Addre«:  "Willcatton" 

WILLIAM  R.  CARLSON 


LM3ERS   OF  THE   CLEARFACE   FAMILY        MONOTONE   BORDER 

4   TYPE   FOUNDERS    COMPANY 


WHOLESALE  LUMBER 

Postal  Telegraph  Building 

Boston,  Mass. 


Dear  3ir:- 

There  are  three  things  that  you  are  constantly  striving 
to  accomplish. 

First--the  saving  of  time  in  selecting  and  purchasing 
your  stock.   Second — getting  it  delivered  on  time  so  there 
will  be  no  work  held  up.   Third--making  sure  that  you  get 
just  the  quality  and  grade  that  you  pay  for. 

The  central  location  of  our  yards  makes  it  easy  for 
you  to  select  your  stock  personally  if  you  wish.   This  is 
also  an  advantage  in  delivering.   Our  deliveries  are  all  by 
auto  truck  and  every  customer  gets  the  best  service  possible, 
for  we  deliver  just  when  we  say  we  will.   All  our  stock  is 
carefully  sorted  and  graded  and  can  be  depended  on  to  hold 
out  in  quality. 

If  you  tell  us  your  wants  over  the  phone,  or  to  one  of 
our  salesmen,  you  are  sure  to  get  the  same  treatment  that 
you  would  get  if  you  were  in  our  yards.   Reputation-buildin  : 
is  a  long  Job  and  we  cannot  afford  to  "let  up"  for  an  instant. 
We.  are  making  new  customers,  every  day  and  keeping  the  old 
ones  by  giving  them  the  service  and  values  they  are  looking  ■ 
for. 

A  request  by  telephone  will  bring  our  salesman. 

Yours  vrry  truly, 


[227] 


^¥w^i^mMn^SEf4/m.S^^^^ 


Q)e^  ^yiioitte^y  ^0€V€t^ 


SET   IN    COMMERCIAL   SCRIPT 
AMERICAN   TYPE    FOUNDERS    COMPANY 


Dear  Slr:- 

Is  your  dealer  a  good  buyer? —  this  means  a  lot  to  you. 

If  he  maJces  good  bargains  he  is  pretty  apt  to  pass  them 
along  to  you--also  if  he  makes  poor  ones. 

Good  buying  of  lumber  is  not  merely  getting  low  prices. 
It  is  getting  the  right  quality,  carefully  sorted  and  graded, 
at  the  best  possible  figure--with  an  eye  always  out  for 
economical  handling.   That  makes  it  possible  for  a  dealer  to 
offer  big  values,  not  merely  low  prices. 

The  buyers  in  our  employ  are  all  experienced  Judges  of 
lumber  and  lumber  v&lues.  We  buy  for  cash  and  take  advantage 
of  all  discounts.  And  then  the  large  quantities  we  buy  save 
us  considerable  on  transportation  costs.  Every  advantage 
we  gain  in  our  buying  is  an  advantage  to  you  in  your  buying. 

Look  over  our  stock  and  get  our  prices  and  you  will  see 
the  advantage  of  buying  here. 

Yours  very  truly, 


[228] 


THE  PERFECT  BLEND — Durability,  Comfort  and  Style  in  Every  Shoe  Handled  by  thi>  Company 


1 


^^SjJj,J  J.sT.  Cousins  Company 


Fine  Shoes  for  Women 


No.  373  DeKalb  Avenae 


Dated 


•:T  in   BEWICK   ROMAN 

(AOe  CUT       QUADRUPLE   CAST   SQUARES        CHAP-BOOK   GUIDONS 

•■eitiCAN  TYPE   FOUNDERS   COMPANY 


Brooklyn,  New  York 


I 


r 


DEAR  MADAM: 

Your  artistic  sense  and  your  knowledge  of  the  fitness 
of  things,  have  often  been  sorely  tried,  we  are  sure,  in 
your  search  for  the  beautiful  and  appropriate  in  wearing 
apparel.   Not  the  least  of  your  trials  has  been  the  diffi- 
culty of  finding  a  shoe  that  is  at  once  stylish  and  durable, 
and  one  that  FITS  THE  FOOT.   Unless  a  shoe  is  very  carefully 
made,  so  that  its  lines  fit  naturally  into  the  lines  of  the 
foot,  the  wearer  will  have  no  comfort. 

The  reputation  of  the  ******  shoe  is  the  logical 
result  of  more  than  sixty  years  of  patient,  skilled  workman- 
ship, and  most  careful  selection  of  material.  People  seem 
to  consider  our  shoes  a  worthy  embodiment  of  New  York  culture 
and  refinement.   We  hope  the  compliment  is  merited,  for  we 
mak;e  shoes  as  well  as  we  know  how.   Yet  we  don't  make  them 
quite  as  well  as  we  would  Dike  to,  for  our  ideal  seems  to 
keep  a  little  aiiead  of  us  all  the  time. 

Very  truly  yours. 


'm 


[229] 


D.  Arthur  Bow^man  &  GoiriparLy 

Storks  unh  Sinn&s 


Government  -  Municipal  -  Railroad  -  Corporation 


SET  IN   LIGHT  LITHO  AND   ENGRAVERS  OLD  ENGLISH   BOLD 
AMERICAN  TVPE  FOUNDERS  COMPANY 

Third  National  Bank  Building 


Saint  Louis,  Mo.  |  ^ 


Dear  Sir:- 

It  is,  of  course,  a  very  simple  matter  for  a  man  with 
eaming-power  to  accumulate  money. 

But  r.oney-getting  and  money-saving  --  in  the  truest 
senses  --  are  widely  different. 

There  are  so  many  different  opportunities  always  pre- 
senting themselves.   To  the  man  who  has  acquired  from  |500 
upwards,  the  templiation  to  increase  that  sum  —  whatever  it 
be  --  is  irresistible  at  times. 

In  the  flood  of  all  sorts  of  propositions  which  come  to 
one,  how  can  the  "wheat  be  separate  from  the  chaff"?  How 
can  the  ordinary  business  man,  without  Xnowledge,  experience 
or  the  facilities  of  handling  investments,  tell  the  absolute 
weak  and  strong  points  of  each  proposition? 

Now  our  business  --  our  profession  —  IS  the  handling 
of  funds  --  trust  funds,  bank  money,  insurance  money  and  the 
like.   Wg  only  Il^rVEST.  We  invest  the 'funds  of  others  every 
day  in  the  year. 

We  know  of  the  varied  conditions  surrounding  each  and 
every  one  --  man,  woman  or  child  --  who  has  money  by  ac- 
quirement or  bequest. 

It  is  our  busiijess  to  possess  that  keen,  wide,  thorough 
training  which  causes  Banks,  Trust  Companies,  i'inancial  In- 
stitutions, Trustees  and  Investors  generally  to  look  to  us 
and  accept  our  Judgment  in  jnatters  of  this  kind. 

We  offer  you,  therefore,  the  knov/ledge,  born  of  ripe 
experience,  which  we  possess.   Our  judgment  very  often  rep- 
resents the  combined  suggestions  of  the  leading  inves'tment 
bankers  of  the  country.   Think  what  an  advantage  this  is  to 
the  man  with  $500,  $5,000  or  $50,000. 

We  have  made  a  specialty  of  high-class  municipal  and 
corporation  bonds.  'We  believe  there  is  nothing  better,  from 
the  standpoint  of  security.  We  can  show  you  WHY  very  easily. 
If  you  have  some  money  at  this  time  or  expect  to  have  in  the 
near  future,  we  will  be  glad  to  hear  from  you  and  assure  you 
that  your  interests  will  be  best  protected  by  your. doing 
this. 

Thanking  you  for  your  past  favors  and  awaitin;;..your 
reply,  we  are, 

Yours  very  truly, 


[230] 


POOLE  PRINTING  CO. 


Telephone 
Connection 


Writers  and  Makers 
of  Particular 


Designers  of  Fine  Catalogues 


Abberttgmg 


! 


LARGEST  PRODUCERS  OF  TYPEWRITER   LETTERS   IN  UNITED  STATES 


I  RECUT  CA5L0N,   RECUT  CASLON   ITALIC 
STER   BLACK        ART  ORNAMENT 
.E  PRINTING  CO.,  BOSTON,  MASS, 


251  Causeway  Street 

Boston,  Mass. 


Gentlemen: - 

The  old  adage  "Be  sure  you're  right  -  then  go  ahead" 
is  just  as  good  advice  to-day  as  it  was  fifty  years  ago  - 
with  this  exception  -  you  can't  afford  to  spend  too  much 
time  in  making  sure,  as,  while  you're  communing,  the  other 
fellow  is  liable  to  go  ahead,  and  making  up  a  "lost  lap"  is 
a  mighty  hard  proposition  and  it's  unnecessary  too! 

Of  course,  you  intend  to  go  "ahead"  -  all  you  need  is 
the  assurance  and  all  we  need  is  the  opportunity  to  furnish 
it  to  you. 

Let's  get  together  and  talk  it  over. 

Yours  respectfully, 


1231] 


PHILADELPHIA 
300  Chestnut  Street 

NLW  YORK 
Fifth  Avenue  Building 

c«S?:«„.  N.  W.  AYLR  &  SON 

,.,£"£SS?.„.,  ADVERTISING 

CLEVELAND 
1006  Euclid  Avenue 

PHILADLLPHIA 

SET  IN  BULFINCH  OLDSTYLE 
AMERICAN  TYPE   FOUNDERS  COMPANY 


Dear  Sir:- 

We  regret  to  advise  you  that  there  is  an  error  in  our 
1911  calendar.   It  is  in  the  section  under  the  flaps,  where 
we  have  overlooked  the  fact  that  1912  is  a  leap  year. 

Having  sent  you  a  calendar,  we  feel  that  the  least  we 
can  do  is  to  send  you  a  correction.   We  are  accordingly 
enclosing  a  new  section  that  may  he  pasted  over  the  incorrect 
part.  You  will  find  it  provided  with  adhesive  in  order  that 
it  may  be  conveniently  attached. 

Three  of  our  friends  have  already  discovered  this  error 
and  written  us  concerning  it.  We  hope  the  correction  will 
arrive  in  time  to  prevent  you  any  inconvenience. 

We  cannot  fully  express  our  annoyance  and  regret  at 
having  circulated  such  a  misleading  thing.   In  the  course 
of  "business  we  have  now  and  then  dropped  a  stitch  hut  never 
a  day.   The  chief  satisfaction  in  sight  seems  to  be  the 
reflection  that  1912  will  give  us  one  additional  day  to 
serve  you  if  you  so  elect. 

With  best  wishes, 

Very  truly  yours, 


[232] 


1313  WaUiIfrfin  SniUitng 


AVERS   OLD   ENGLISH    OPEN        WAYSIDE   ORNAMENT 
'PE   FOUNDERS   COMPANY 


Dear  ur.  •  *  ♦  *  *  * 

This  is  my  Red  Letter  Day. 

I  have  moved  to  the  Thirteenth  Floor  of  the  new  *  *  *  * 
Building.   My  trip  up  in  the  world  was  made  possilDle  hy  the 
hearty  and  cordial  support  given  my  new  Advertising  Business 
by  *****  •  City. 

If  you  have  any  sneaking  idea  that  an  advertising  maji, 
who  has  put  in  eighteen  years  in  the  hard  school  of  experi- 
ence, can  be  of  seirvice  to  you,  I  really  couldn't  suggest 
anything  better  than  that  you  call  Main  873  on  the  Bell,  and 
give  me  an  opportunity  to  go  over  your  matter  with  you. 

Or  drop  me  a  line  (I'm  out  a  good  bit,  because  I  prefer 
to  do  my  work  for  a  man  in  his  place  of  business  where  in- 
spirations flow  freely.) 

Very  respectfully, 


[233] 


RUFUS    J.   WALLINGFORD  GEORGE    H.    WALLINGFORl 

PRESIDENT  TREASURER 

DE  LUX  COMPANY 

MANUFACTURERS  OF  THE   LUXURIOUS,   UNSURPASSED 

DE     LUX      ^^mii      MOTORS 


CITY   2- 13- A 
LOCAL   29-C 


CITY  SQUARE,  I" 

Baltimore    L 


Dear  Sir:- 

Because  of  the  growth  of  our  business  in  *****  * 
Motor  Cars  to  its  present  very  large  proportions,  we  have 
determined  it  will  be  for  the  best  interest  of  our  customers 
that  we  concentrate  our  resources  and  efforts  exclusively  on 
the  *****  •  line. 

The  situation  in  this  respect  is  one  which  you  can 
doubtless  readily  appreciate.  We  are  writing,  however,  to 
assure  you,  as  one  of  our  customers,  that  this  change  in 
policy  does  not  in  any  way  imply  any  lessening  of  our  inter- 
est in  you  and  your  car.   Wo  look  upon  you  as  our  customer, 
and  feel  that  our  relati^ons  with  and  obligations  to  you  are 
in  no  manner  altered  by  this  change.   We  want  you  to  feel 
that  you  may  depend  upon  the  same  consideration  at  our  hands 
as  in  the  past,  and  assure  you  that  our  splendid  facilities 
of  plant  and  organization  will  always  be  at  your  disposal. 

We  also  consider  it  likely  that  you  will  be  interested 
in  the  1911  *  *  ♦  *  *  *  as  it  embodies  the  very  last  word 
to  date  on  the  motor  car  subject,  and  we  should  be  much  in- 
terested in  showing  the  car  to  yourself  or  your  friends  at 
any  time. 

If  you  have  never  visited  our  Service  Depot  at  *  *  *  *  * 
and  ••••**  Avenues  we  believe  it  would  be  very  inter- 
esting for  you  to  do  so.   This  building  is  without  a  rival 
eunong  retail  automobile  establishments  in  the  completeness 
of  its  equipment  for  caring  for  the  needs  of  the  car  owner. 

Thanking  you  for  your  past  favors,  and  assuring  you 
that  they  have  always  been  appreciated,  we  remain, 

Yours  very  truly, 


[234] 


JO  ■ 


LELAND  MOORE  PAINT  &  OIL  COMPANY 


Lemoco  Quality  Paint  Products 

JOBBERS  OF  OILS,  ROOFINGS.  GLASS,  BRUSHES  AND  SUPPLIES 


LELAND  MOORE,  President  and  TreMurer  W.  H.  MIXSON,  Vice-President        R.  S.  WHALEY,  Solicitor  E.  H.  MclVER,  Secretary 

a  


DQ 


■QEBS  OF  THE   CHELTENHAM    FAMILY        CAST   SQUARES 
E:  ORNAMENTS        MONOTONE   BORDER 
Mil  t   TYPE   FOUNDERS   COMPANY 


Charlestown,  S.  C. 

Dear  Sir:- 

It_maj[  not  occur  t;_o  us  to  talk  to  you  about  or  quote 
you  on  the  particular  thing  which  would  interest  you. 

So  woriJ_t_^cu.  Just  remember  that  it  gives  us  a  very 
great  deal  of  pleasure  to  answer  questions  and  name  prices? 

While  we_are  paint  specialists  and  therefore  talk 
PAINT  more  than  anything  else,  yet  we  carry  large  and  well- 
assorted  stocks  of 

GLASS 

TAR  PAPER 

RUBBER  ROOFINGS 

OILS 

GREASES 

LADDERS 

ROPES 

BRUSHES 
ajid  a  lot  of  other  things  besides. 

Shipments  are  made  the  same  day  the  order  gets  here  in 
almost  every  instance.   That  ought  to  interest  you,  as  you 
probably  want  what  you  want  when  you  want  it  -  not  later  on. 

Wi_ll_  yo_u_  rernerab_er_u3  the  next  time  please? 

Very  truly, 

Did  you  know  that 
THE  ONLY  PAINT  FACTORY 
in  South  Carolina 
is  ours? 


[235] 


I 


^Jewelers 


:^rott^e  Statuarr 


T 


'DeUpljORe  :  24-5n 


Wtttcb  ait6  (Clock  !>llakcrs.  SUversmllbs 
"Diamond  Settcrs.'^^^ntlque  Tfall  (TlocKs 


1 


^are'^ntii 


T 


Sandusky.  Oblo, 


Dear  Sir: 

If  your  watch  goes  out  of  commission  while  you  are  awaj 
this  summer,  just  pack  it  in  a  cigar  box  filled  with  news- 
paper, and  express  to  us  (or  registered  mail)  and  it  will 
receive  our  prompt  attention.   This  method  of  transportatioij 
is  perfectly  safe,  and  it  is  much  better  to  have  your  watch 
handled  by  experts. 

If  you  desire  it,  we  will  send  a  watch  for  you  to  use 
by  return  express. 

We  do  only  the  very  best  work,  and  our  prices  are 
reasonable. 

We  want  to  take  care  of  your  watch,  and  we  will  guaran- 
tee satisfactory  results. 

Respectfully  yours, 


[236] 


I 


BINDERY  EQUIPPED  FOR  HIGH  GRADE  WORK 


MAKERS  OF  CATALOGUES  HAVING  QUALITY        = 


The  Dean- Hicks  Company 

ADVERTISING '  ENGRAVING  ■  PRINTING 


3C 


=^L 


J=^' 


Grand  Rapids,  Mich, 


STRATHMORE   OLDSTYLE        VERSATILE   ORNAMENT        SCMUIL   ORNAMENTS 
ZAK  TYPE   FOUNDERS   COMPANY 


Gentlemen: — 

I  was  talking  with  a  Grand  Rapids  manufacturer  last 
week.  He  said  the  furniture  industry  was  one  of  picayune 
businesses.  Beside  the  giant  industries  in  chewing  gum, 
fooi^  stuffs  and  wearing  apparel,  the  little  pigmies  doing 
one  quarter  of  a  mjllion  to  three-quarters  of  a  million  a 
year  in  furniture,  were  really  pitiable. 

Twenty  years  ago,  we  bought  any  kind  of  ready  made 
clothing  off  the  counter,  at  10$  or  12$  a  suit.  To-day  we 
insist  on  a  particular  brand  and  pay  28$  to  45$.   One  maker 
of  this  clothing  does  15,000,000$  worth  of  this  business  a 
year. 

I  absolutely  agreed  with  what  this  Grand  Rapids  man 
said  and  I  admitted  that,  while  the  furniture  men  had  been 
short-sighted  and  narrow-minded  compared  with  the  men  in 
other  lines,  perhaps  the  fellows  who  advised  them  about 
their  advertising  were  really  the  guilty  parties. 

With  this  letter  the  •♦♦♦•♦  Company  makes  a  new 
resolve.   It  will  not  talk  little  ideas,  modest  appropria- 
tions, temporary  attainments.  We  are  going  to  talk  and  plan 
and  advise  for  the  same  kind  of  big  things  that  have  been 
put  over  in  the  automobile  industry.  We  have  heen  doing 
this  in  a  few  places,  but  we  have  been  afraid  of  our  story. 

What  this  Grand  Rapids  man  said,  makes  us  believe  that 
it  is  time  to  use  a  little  courage. 

Are  we  right  and  do  you  want  to  start  something? 

Sincerely  yours, 


[237] 


..'.  .  ,  ! ■,]*«!' 


FARNSWORTH,  JONES  &  CO 


IMPORTERS,     MANUFACTURERS     AND     CONVERTERS     0 


TAILORS  AND  CLOTHIERS  TRIMMING. 
SILK  AND  COTTON  DRY  GOODS  LINING. 


SET   IN    BODONI   AND   BODONl    ITALIC 
BOOONI    MORTISED   ORNAMENT 
AMERICAN   TYPE   FOUNDERS   COMPANY 


Los  Angeles,  California 


Dear  friends :-- 

This  is  the  most  important  letter  we  have  ever  sent 
you — one  that  has  cost  us  more  thought  than  any  others. 

We  feel  that  we  must  decline  your  request  for  an  ex- 
tension of  your  credit  limit  for  YOUR  OTO  INTEREST!   Let  us 
have  a  good  earnest  talk  that  you  may  understand  our  reasons 
why. 

rir3t--You  are  a  young  firm,  just  building  your 
business  towards  its  likely  future  and  one  of  the  hardest 
tasks  in  all  the  world  is  to  progress  under  a  heavy  debt. 
The  Going  is  all  the  hai"der  when  you  mount  the  hill  toward 
SUCCESS  if  your  shoulders  be  bowed  under  a  weight  of  debt. 
We  want  you  to  succeed--we  want  to  help  you  to  a  greater 
growth--we  are  sincere  in  our  desire  to.serve--we  want 
to  merit  your  entire  confidence,  and  we  feel  that  we  would 
be  injuring  you  by  saddling  your  backs  with  a  load  of 
credit  you  do  not  need. 

Second — We  say  you  do  not  need  a  larger  credit  and 
the  reason  is  apparent.  You  are  but  a  few  hours  away  from 
us.  A  letter  or  a  wire  will  bring  prompt  shipment  of  any 
goods  you  may  need.   It  is  easier  to  keep  a  stock  up  to  its 
needs  than  to  load  your  shelves  with  a  mountain  of  our 
goods.   In  this  we  are  acting  selfishly,  because  any 
overstocking  of  our  line  will  lead  YOU  to  become  soured 
at  us^ 

Third--Keeping  down  your  stock  to  actual  needs  keeps 
down  overhead  expenses,  interest  costs  and  tends  to  quicker 
turnovers  and  the  more  times  you  turn  over  a  stock  the 
greater  are  your  PROFITS.   Stock  on  shelving  adds  to  ex- 
penses; goods  gone  to  customers  means  more  money  added  to 
profits. 

There  are  quite  a  number  of  other  valid  reasons  we 
might  add  to  those — but  there  is  really  no  need.  You 
ought  to  be  convinced  that  we  are  acting  for  YOUR  WELFARE 
when  we  turn  down  your  request  for  larger  credits.  We 
know  your  firm  is  good  for  the  increase  asked--we  know 
we  could  get  our  money.   But  we  want  to  discourage  the 
debt  habit  and  encourage  the  discount  desire  and  we  believe 
that  you  will  thank  us  for  the  earnest  interest  and 
sincere  friendliness  we  are  showing  your  firm. 

Write  us  and  tell  us  that  you  agree  with  our  view 
and  when  next  in  ♦  ♦  •  *  ♦  ♦  drop  in  on  me  and  have  lunch  at 
the  *  •  •  ♦  ♦  ♦  club. 

Cordially  yours, 


MANUFACTURERS  D    D    D  D    O    D  WHOLESALERS 


THE  HERMANN  H.  HEISER  SADDLERY  CO. 

SADDLES,  HARNESS,  COLLARS,  LEATHER,  WHIPS,  HARDWARE 


Established  1858    Incorporated  1906 


:T   IK   CMCLTENMAM    BOLD   CONDENSED        VERSATILE   ORNAMENT 
■lERICAN   rrPE   rOUNDERS   COMPANY 


Denver,  Colorado 


>ear  Sir:- 

Do  you  know  that  we  are  really  pleased  that  you  coc;- 
plain  of  what  you  consider  our  high  prices  in  your  letter 
of  May  29? 

Why  pleased? 

That  we  may  tell  you  a  human  interest  story.   That  we 
may  make  you  our  friend  as  well  as  our  patron. 

When  our  father  founded  this  firm,  over  fifty  years 
ago,  he  planted  a  motto  in  his' heart,  where  it  would  do 
the  most  good.   And  this  was  the  motto  "Give  the  best 
that  you  know  hov/  for  the  money  you  are  paid."  When  he 
taught  this  trade  to  us,  his  sons,  when  we  were  but  small 
youngsters,  he  drove  home  this  lesson  with  every  punch  of 
his  awl,  every  pull  of  the  waxen  cord.   We  have  followed, 
3  best  we  could,  in  his  honor-loving  steps--we  have 
ailded  with  but  one  thing  in  view--the  honoring  of  the 
arent  who  gave  us  his  NALffi.   It  is  our  greatest  asset. 

To  live  up  to  the  name  our  father  left  us,  we  have 
triven  to  make  the  name  HEISER  stand  for  the  thing  STSTSOM 
n  hats,  GORHAM  in  silver,  TIFFA?IY  in  jewelry,   IIARPER'S  in 
ooks,  have  stood  for  in  these  many  years — for  CHARACTER 
ad  QUALITY.   Like  these  great  loaders  our  prices  are  as 
ow  as  possible--and--give  the  greatest  possible  SERVICE — 
eal  true  ECONOLIY.   Now,  may  we  have  that  order? 

Sincerely, 


[239] 


jooocm^ •"'^•'^ """"^  "''"'  -<nnr>:  mnm —  x-mrv  >ooo<  loocx  -moo loncx^  mnrv- 


THE  NEBRASKA  FARMER 

Nebraska's  Real  Farm  Paper     flfi^,^         ^^J^^^^^  ^v^,.^=^  J^fl.  Established  1859    Weekly 


ZJOOCX OOOdZ^ )000<— _ZXX)CK^ )OCIO< KXXX KXXX^==KXX)C^:^=XXXX^=XXX>C 

CIRCULATION  DEPARTMENT  Under  the  Editorial  and  Business  Management  of  S.  R.  McKe 


Lincoln,  Neb. 


SET    IN   THE   PACKARD    SERIES 

FLORAL   DECORATOR        OVOLO   BORDER    NO. 

AMERICAN   TYPE   fOUNDERS   COMPANY 


Dear  Sir:- 

When  I  was  a  boy  working  my  way  through  school,  I 
never  spoke  of  One  Dollar  "Bill".   With  me  it  was  always 
One  Dollar  "William"  "because  I  wasn't  on  good  enough  terms 
with  One  Dollar  to  feel  at  liberty  to  call  him  "Bill". 

With  Nebraska  farmers  it  is  different.   I  am  moved  to 
say  this  because  my  mail  this  morning  consisted  mostly  of 
One  Dollar  "Bills". 

I  really  expected  your  One  Dollar  "Bill*  several  days 
ago.  You  know  I  wrote  you  December  1. 

Lest  you  may  have  forgotten  the  matter,  I  call  it 
again  to  your  attention.   fl.OO  now  pays  your  subscription 
to  THE  NEBRASKA  PARMER  to  January  1,  1916.   THAT'S  TWO 
FULL  YEARS.   You  know  the  regular  subscription  price  is 
fl.OO  per  year. 

Something  more--if  you  subscribe  now  you  will  receive 
the  beautiful  1913  HOLIDAY  NUMBER.   That  certainly  will  be 
a  beauty--fifty-two  pages,  beautiful  colored  cover,  fine 
illustrations;  in  fact  a  magazine  worth  more  than  any 
premium  we  might  offer. 

Remember,  this  offer--|1.00  FOR  TWO  YEARS--is  good 
during  December  only.   Also,  you  must  subscribe  now  to  be 
sure  of  getting  the  ~1913  HOLIDAY  NUMBER. 

I  am  sure  you  intend  to  accept  this  offer,  so  DO  IT 
NOW.  Just  plain  One  Dollar  "Bill",  please. 

Yours  cordially, 

[240] 


NOTES  AND  COMMENTS 

PERSUASION 

Letters  especially  strong  in  sales  arguments  intended  to  appeal  to  the 
prospective  customer.  In  some  of  these  letters  are  excellent  detailed  explana- 
tions and  proof  of  value  of  the  goods  or  proposition  offered.  Also  letters  with 
good  closings,  illustrating  some  good  methods  of  offering  inducements.  The 
use  of  the  "hook"  or  "clincher"  and  the  suggestion  for  action  by  direct  com- 
mand are  also  shown.  In  these  letters  is  most  clearly  shown  the  value  of 
possessing  all  the  facts  and  data  concerning  the  subject  about  which  letters  are 
to  be  written. 

§89  The  letter  on  page  249  was  sent  to  a  list  of  250  prospects 
and  brought  12  trial  orders  and  10  permanent  customers,  who, 
when  these  results  were  tabulated  about  six  months  after  the 
letter  was  sent  out,  had  purchased  goods  to  the  amount  of 
$4,135. 

The  letter  on  page  250  was  sent  to  a  similar  list  in  the  same 
territory  a  few  months  after  the  above  letter  went  out  and 
brought  but  a  single  trial  order  from  a  customer  who  never 
re-ordered. 

The  letter  on  page  251  was  sent  out  later  to  a  list  of  about 
500  names,  covering  a  much  wider  territory,  and  brought  over 
30  percent  of  replies. 

§90  The  letters  on  pages  252  and  253  were  used  by  a  publisher 
in  a  campaign  of  constant  hammering  with  sales  arguments. 
The  force  of  the  cumulative  salesmanship,  one  argument  at  a 
time,  finally  won  a  large  percentage  of  advertisers  and  sold  a 
large  amount  of  advertising  space. 

§91     On  pages  254,  255,  256  are  three  letters  of  a  series  that 
have  been  big  producers.     There   is  an   atmosphere  of   confi- 
dence and  frankness  throughout  the  letters  that  always  helps  to 
strengthen  the  sales  arguments. 
§92     The  letter  on  page  257  starts  right   in  with   the   selling 

[241] 


LETTERS  THAT  MAKE   GOOD 

talk  and  is  serious  and  businesslike  throughout.  The  short 
paragraphs  make  the  letter  seem  easier  to  read.  This  feature 
is  especially  commendable  in  letters  of  this  sort. 
§93  On  page  258  is  a  letter  that  was  used  by  a  firm  of  tailors 
in  London  and  which  produced  unusually  good  results.  This 
brief  letter  is  serious  throughout  and  its  chief  object  is  to  call 
attention  in  an  impressive  way  to  the  enclosures. 
§94  On  pages  259  and  260  are  letters  that  have  done  effective 
work  for  a  large  trust  company  in  selling  securities.  The  sta- 
tionery and  all  details  were  of  the  highest  quaHty,  which  is  an 
unquestionable  advantage  in  this  class  of  business. 
§95  The  three  letters  on  pages  261,  262,  and  263  are  excellent 
examples  of  the  cleverly  handled  sales  argument.  It  is  brief 
and  merely  introductory  in  each  case  but  the  opening  is  very 
easy  and  leads  the  reader  into  the  meat  of  the  subject  without 
a  jar.  That  they  are  confidence-inspiring  is  proved  by  the  fact 
that  they  were  unusually  good  business  producers. 
§96  The  two  letters  on  pages  264  and  265  produced  record 
results  for  a  banking  house  selling  securities.  They  talk  busi- 
ness all  the  way  from  opening  to  close.  Each  letter  contains 
a  rather  long  paragraph  but  the  letters  are  short  and  are  written 
in  a  plain  and  convincing  style  that  never  offends  as  is  so  often 
the  case  where  the  so-called  "smart"  selling  talk  is  used. 
§97  The  letter  on  page  266  is  personal  in  its  tone  and  tends 
to  create  confidence  through  its  straightforwardness  and  logical 
arguments.  This  letter  is  marketing  a  service  and  not  any 
special  investment,  or  rather  the  service  is  the  "hook"  by  means 
of  which  a  sale  is  finally  landed.  AU  letters  of  this  sort  answer- 
ing inquiries  should  be  made  as  personal  as  is  possible  and, 
like  this,  should  try  to  gain  confidence  as  interest  being  already 
secured,  confidence  is  the  next  step  to  conviction  and  a  sale. 
§98  The  letter  on  page  268  has  brought  forth  many  favorable 
comments  from  advertisers  and  has  been  the  means  of  increas- 

[242] 


LETTERS  THAT  MAKE   GOOD 

ing  the  sale  of  advertising  space  in  the  farm  paper  which  used 
it.  It  shows  a  knowledge  of  the  statistics  of  farming  and  this 
implies  an  equally  correct  understanding  of  farming  itself, 
therefore  a  paper  in  which  subscribers  have  confidence  and  con- 
sequently a  valuable  paper  in  which  to  advertise.  It  also  shows 
prosperity  of  the  farmer,  a  condition  favorable  to  the  liberal 
expenditure  of  money  on  advertising  in  farm  journals. 
§99  The  letter  on  page  269  is  a  straight  selling  talk  but  by 
giving  facts  and  figures  it  is  made  interesting  to  any  of  the  class 
of  prospects  to  which  it  was  sent.  It  proved  to  be  a  good  puller 
for  this  firm. 

§100  The  two  letters,  pages  270  and  271,  were  contributed  by 
Mr.  Louis  W.  Wiley  as  examples  of  some  of  the  letters  that 
have  been  notably  successful  in  getting  advertisers  to  use  his 
paper. 

§101  The  letter  on  page  272  proved  to  be  a  very  effective  short 
letter.  In  the  first  paragraph  there  is  a  comparison  that  brings 
out  the  point  of  the  letter  in  a  simple  and  telling  way.  It  carries 
an  air  of  confidence  which  sounds  businesslike  without  any 
attempt  to  overdo  it. 

§102  The  letter  on  page  273  was  successful  in  getting  immediate 
business  from  over  50  percent  of  the  prospects  to  whom  it  was 
sent,  who,  of  course,  were  customers  who  had  been  on  their 
books  previously.  It  gives  some  interesting  specific  information 
that  could  hardly  fail  to  convince. 

§103  On  page  274  is  a  letter  contributed  by  Mr.  Jens  C.  Petersen 
which  brought  the  most  and  best  results  of  any  letter  he  has 
ever  used,  and  he  comments  on  it  as  follows: 

"This  letter  developed  $2,275  worth  of  business 
from  only  $52  worth  of  advertising  alone.  It  was  the 
second  letter  used  in  answer  to  inquirers  who  had  seen 
a  certain  one  of  my  houses  illustrated  in  a  magazine. 

[243] 


LETTERS  THAT  MAKE   GOOD 

These  inquirers  wrote  in  concerning  these  plans.    Fail- 
ing to  hear  from  them,  I  wrote  this  letter. 

"My  explanation  of  this  letter  is  that  it  had  just 
enough  of  antagonistic  temperament  to  almost  compel 
them  to  answer  it.  My  closing  remark  convinced  them 
there  was  no  other  way  than  to  answer  my  letter." 

§104  The  letter  on  page  275  is  an  example  of  the  serious  down- 
to-business  letter  from  start  to  finish.  It  is  boiled  down  and 
all  waste  statements  eliminated.  The  chief  aim  of  this  letter 
is  to  create  confidence  and  exaggeration  is  carefully  avoided 
in  order  to  accomplish  this  object.  This  letter  was  successful 
in  securing  a  large  percentage  of  returns  in  the  shape  of  the 
postal  cards  which  were  enclosed. 

§105  The  three  letters  on  pages  276,  277,  and  278  are  brief 
and  pithy  arguments  for  good  tailoring.  These  were  especially 
productive  of  business.  In  many  cases  the  customers  came 
in  with  these  letters  in  their  hands  and  wanted  to  be  "shown." 
These  letters  are  brief  and  pithy  and  get  away  from  the  conven- 
tional dull  style  ordinarily  used  in  this  class  of  business. 
§106  The  two  letters  on  pages  279  and  280  are  the  last  of  a 
series  that  proved  very  efficient  in  getting  business  for  a  manu- 
facturer from  retail  dealers.     The  first  letter  is  full  of  "do-it- 

« 

now"  suggestion  and  resulted  in  a  large  percentage  of  orders 
by  telegraph. 

§107  The  two  letters  on  pages  281  and  282  were  used  by  a 
stove  manufacturer  marketing  goods  on  an  agency  basis. 
Actual  record  of  results  was  not  obtained,  but  as  evidenced  by 
comments  and  satisfaction  of  agents  they  were  highly  successful 
in  accomplishing  their  end. 

§108  The  letter  on  page  283  is  one  of  a  series  that  produced  a 
very  large  amount  of  business.  It  is  just  a  sincere,  man-to- 
man letter  and  reads  much  as  one  might  talk  if  the  argument 

[244] 


LETTERS  THAT  MAKE  GOOD 

had  been  presented  personally.     Its  brevity  is  another  point 

in  its  favor. 

§109     On  page  284  is  a  letter  used  to  answer  inquiries.     It  is 

personal  in  its  tone  and  the  name  of  a  dealer  was  filled  in  in  the 

fourth  paragraph,  which  if  well  done  makes  it  more  effective 

with  the  class  to  which  this  letter  would  go. 

§110    The  letter  on  page  285  was  contributed  by  Mr.  Louis  W. 

Wheelock  with  the  following  comments : 

"Out  of  many  form  letters,  some  of  which  might 
be  called  clever,  I  have  selected  this  homely  old  speci- 
men, without  a  bright  phrase  in  it — just  plain  and 
simple,  without  any  'do  it  now'  tricks  or  appeal  to  the 
imagination. 

"It  is  the  clearest  and  briefest  statement  of  an 
agency  plan  and  an  advertising  plan  that  really  meets 
the  needs  and  interest  of  the  dealers  to  whom  this 
letter  is  sent.  It  has  been  used  nearly  five  years  with 
very  slight  changes,  has  been  mailed  as  the  first  letter 
in  a  series  to  druggists  in  every  state  east  of  the  Mis- 
sissippi, and  I  judge  it  is  good  because  it  has  initiated 
business  that  has  aggregated  many  hundreds  of  thou- 
sands of  dollars.  That  it  is  open  to  improvement  I 
am  sure,  but  I  would  not  agree  to  revise  it  unless  in  the 
direction  of  greater  simplicity  and  clearness  and  greater 
care  to  present  the  plain,  attractive  facts  without  exag- 
geration. I  believe  that  its  success  is  due  to  the  fact 
that  it  presents  a  plan  that  exactly  fits  the  needs  of  the 
recipient.  The  skill  consisted  in  constructing  the  plan, 
not  the  letter." 

§111     On  page  286  is  a  letter  contributed  by  Mr.  George  P. 
Metzger  with  the  following  comment: 

[245] 


LETTERS  THAT  MAKE  GOOD 

"It  would  be  a  brave  man  who  would  state  that 
any  letter  is  the  best  letter  he  ever  wrote  and  give  the 
reason  why.  For  instance,  I  can  remember  a  letter 
which  I  wrote  while  I  was  in  the  book  business  which 
puUed  $25,000  worth  of  business  from  the  names  written 
on  a  half  bushel  of  old  dead  and  worked-out  magazine 
coupons  which  had  been  thrown  away  and  which  I  dis- 
covered in  a  corner.  It  wasn't  so  much  the  letter  that 
did  it  in  that  case  as  it  was  a  realization  of  what  were 
the  possibilities  in  that  list  of  names. 

"So  when  I  state  that  this  letter  is  a  good  letter  I 
want  to  say  that  it  is  mostly  because  I  know  that  it 
was  written  to  fit  the  circumstances  precisely  as  I  knew 
they  existed,  and  to  reach  precisely  the  class  of  people 
whom  I  knew  I  was  trying  to  reach.  Also,  I  have 
reason  to  know  that  it  stirred  things  up  precisely  as  I 
expected,  and  caused  a  very  wholesome  controversy." 

§112  The  letter  on  page  288  has  been  a  producer  of  a  consistent 
seven  percent  of  returns  which  is  considered  very  large  in  the 
business  where  it  was  used.  Most  letter  writers  would  have 
written  some  opening  paragraph  for  this  letter  instead  of  begin- 
ning it  with  the  "We  would  like"  as  its  author  has  done.  But 
when  6ne' starts  reading  the  letter  the  whole  matter  is  laid  open 
so  quickly  and  in  such  a  clear  manner  that  it  at  once  interests. 
Results  have  proven  this  to  be  an  unusually  good  letter. 
§113  The  letter  on  page  289  was  contributed  by  Mr.  Daniel  E. 
Paris  as  the  best  letter  he  ever  used  in  promoting  business  for 
his  firm 

"because  it  has  brought  more  business  and  more 
comment  than  any  other  effort  of  mine.  This  letter 
shows  perhaps  the  best  example  of  the  style  which  I 
have  sought  hard  to  cultivate  entirely  thru  watching 

[246] 


LETTERS  THAT  MAKE  GOOD 

results  and  not  thru  the  use  of  any  rules  of  system 
which  I  can  possibly  lay  down.  I  am  somewhat  of  an 
enthusiast  on  letters  and  beUeve  that  there  is  not  half 
as  much  accomplished  thru  this  medium  as  is  easily 
possible." 

On  pages  290  and  291  are  other  letters  from  the  same  source 
which  have  proved  more  than  ordinarily  resultful. 

§114  The  letter  on  page  292  gets  down  to  business  without  any 
unnecessary  words  in  the  first  paragraph.  The  second  para- 
graph tends  to  overcome  the  objection  of  any  who  might  be 
prejudiced  in  favor  of  other  mediums  than  the  class  men- 
tioned, thus  avoiding  any  antagonism  at  the  start.  The  remain- 
der of  the  letter  is  devoted  to  argument  and  is  closed  with  an 
offer  to  explain  an  interest-arousing  proposition  assumed  to  be 
new  to  the  reader. 

§115  The  letters  on  pages  293  and  294  are  good  examples  of 
the  straightforward,  serious  type.  The  first  letter  was  sent  to 
people  who  were  receiving  samples  in  response  to  requests  coming 
from  magazine  advertising.  The  second  is  a  follow-up  to  these 
same  people. 

§116  On  pages  295,  296,  and  297  are  three  letters  that  were 
used  for  advertising  safe  deposit  boxes,  and  which  brought  them 
many  new  patrons.  The  first  letter  opens  with  the  news-value 
paragraph.  Not  general  news  but  of  interest  to  a  selected  list 
to  whom  the  letters  were  sent.  The  second  letter  is  a  little 
stronger  in  its  tone  and  the  sentence  paragraphing  increases 
the  emphasis  of  each  statement.  The  third  letter  opens  with 
a  general  statement  and  leads  up  to  the  argument. 

§117  The  letter  on  page  298  is  a  straight  argument  from  the 
prospect's  side.  It  is  brief  and  the  paragraphs  are  short  enough 
to  make  it  easily  read.    This  letter  makes  a  specific  and  definite 

[247] 


LETTERS  THAT  MAKE  GOOD 

proposition  and  has  a  good  closing.    It  was  successful  in  bringing 

a  good  percentage  of  returns. 

§118    The  letter  on  page  299  is  a  good  example  of  what  can  be 

done  in  an  educational  campaign.     This  letter  would  surely 

interest  any  owner  who  was  considering  painting.    It  is  devoid 

of  "smartness"  and  has  a  sincere  ring  that  makes  it  a  very  good 

letter  for  this  purpose. 

§119    The  letters,  pages  300,  301  and  302  were  contributed  by 

Mr.  T.  W.  LeQuatte  with  the  following  comments: 

"I  have  never  found  it  profitable  to  attempt  to 
make  an  advertiser  decide  for   or  against   our   publi- 
cation with   one   letter,  but  have  started  this  corre- 
spondence with  the  view  to  carrying  on  an  educational 
campaign  which  will  culminate  in  an  order.    You  will 
note  that  there  is  very  little  said  in  any  of  these  let- 
ters about  an  order.    My  aim  has  been  to  educate  the 
advertiser  to  the  point  where  the  order  will  come  vol- 
untarily and  as  a  result  of  his  own  deliberate  judg- 
ment rather  than  to  force  him  by  any  brilliant  and 
swiftly  moving  campaign  to  use  our  publication  either 
against  his  judgment  or  without  a  full  knowledge  of 
what  he  is  doing. 
§120    The  letter  on  page  303  used  by  a  manufacturing  jeweler, 
was  contributed  by  Mr.  John  G.  Keplinger  as  the  most  result- 
ful  of  any  used  by  him  in  promoting  business  with  retail  jew- 
elers.   It  opens  with  the  "news-value"  paragraph  and  uses  the 
guarantee  argument  in  a  new  way  which  brings  it  closer  to  the 
dealer  himself  and  strengthens  it  greatly  on  that  account. 


[248] 


MANUFACTURERS  PAPER  COMPANY 


M 


u 


'Oyf^^}  MAKERS       OF       THE       CELEBRATED 


1^^ 


I  KRAFT  GUM  STAY 


k2 


'^m 


s^ 


FACTORY   SITUATED    AT   CAMBRIDGE,   MASSACHUSETTS 


IN    MEMBERS   OF   THE   BODONI   FAMILY        ITALIAN   ORNAMENTS        CHAP-BOOK   GUIDONS 
RICAN   TYPE   FOUNDERS    COMPANY 


1 


f 


Gentlemen: - 

We  are  manufacturers  of  90#  Imported  Kraft  Stay  similar 
to  the  enclosed  sample.   Our  paper  is  made  from  Sulphite 
Pul£  and  coated  with  glue  especially  adapted  for  stay  pur- 
poses.  We  guarantee  the  paper  to  give  satisfaction. 

Our  price  in  500  lb.  case  lots  is  7  1/4  cents  per  Ih. 
f.o.h.  your  city. 

We  would  be  pleased  to  receive  your  order  for  a  sample 
case. 

Awaiting  your  reply,  we  are, 

Yours  very  truly, 


[249] 


MANUFACTURERS  PAPER  CO. 


Factory  at 

CAMBRIDGE,  MASS. 


J^ 


Makers  of 

"KRAFT  GUM  STAY" 


SET    IN    CLEARFACE   GOTHIC 

INLAND    BORDER    NO.    600017        CHAP-BOOK   GUIDONS 

AMERICAN   TYPE   FOUNDERS   COMPANY 


Dated  at 


[ 


1 


Dear  Sir:- 

Old  General  Brag  can't  go  very  far  as  a  salesman  unless 
he  is  'backed  up  by  the  goods. 

And  it  is  better  to  let  customers  do  the  bragging. 
Many  shrewd  buyers  who  use******  Kraft  Staj  are  brag- 
ging about  the  superior  quality  of  their~boxes. 

We  are  so  sure  of  its  excellence  and  superiority  that 
we  will  allow  you  to  test  it  fully  at  our  expense.   This  is 
how  we  will  do  it: 

Fill  out  and  mail  the  enclosed  detachable  post  card, 
and  we  will  ship  you  a  fifty-pound  sample  order  at  the  regu- 
lar cash  price  of  n\i   f.o.b.  your  city.  You  give  it  a  thor- 
ough test,  and  if  you  do  not  find  it  the  best  value  you  ever 
had  there  will  be  no  charges. 

That's  the  way  we  back  up  our  •**♦••  Kraft  J^tay, 
and  that's  the  evidence  of  our  certainty  that  il  will  make 
good. 


that. 


You  do  not  get  any  fairer  or  squarer  propositions  than 


We  do  not  expect  to  wait  long  to  receive  your  trial 
order,  under  the  above  conditions,  and  we  are  certain  that 
after  you  have  given  it  a  trial  you  will  not  wait  long  to 
repeat  the  order,  with  the  intention  of  using  ••*•** 

^^-1:   ^i.?iL  permanently. 

Yours  very  truly. 


[250] 


!  \K1:RS  of  "KRAFT  GUM  STAY" 


SUPERIOR  QUALITY  •  MEDIUM  PRICE 


m 


lliiil'il" 


jUanuf  afturersi  J^aper  Company 


Its 


FACTORY  AT 


Cambridge,  Mass. 


OiSTER    BLACK,    NEW   CA5L0N   ANO   NEW   CASLON    ITALIC 

IRDER   NO.   2        RENAISSANCE   ORNAMENT 
TYPE   FOUNQERS   COMPANY 


oar  Sir:- 

We  are  manufacturing  what  we  consider  an  excellent  seai- 
ng  tape,  in  both  Kraft  and  Manilla  papers,  all  widths  and 
--'*■,  -nd  supplying '  them  to  the  paper  jobbers  throughout 
jouiitry  at  a  price  which  enables  them  to  make  some  money. 

If  you  have  any  trade  on  these  goods  and  v/ould  be  in- 
arested  in  samples  and  prices,  we  will  gladly  forward  them 
0  you. 

Kindly  advise  us  what  widths  you  are  interested  in,  and 
hat  quantities  you  buy  of  the  same. 

Respectfully  yours. 


[251] 


Cosmopolitan  Magazine 


381  FOURTH  AVLNUL 
NEW  YORK 


SET  IN  BULFINCH  OLDSTVLE 
AMERICAN  TYPE   FOUNDERS  COMPANY 


Dear  Mr.  »•••♦* 

Going!   Going!   Saturday  • twill  be  GONE!!! 

Your  last  chance  to  buy  space  in  February  *•*•*• 
at  the  $500  rate. 

Unless  there  is  an  extraordinary  reason  for  staying  out 
— you  certainly  ought  to  be  in-- 

Because  the  rate  goes  to  $600  with  March — increase  of 
205^  over  the  $500  rate. 

In  actual  copies  sold  you  buy  more  circulation  at  less 
cost  in  *****  *  than  in  any  other  weekly  or  monthly 
publication  in  America. 

Magazine  on  sale  January  10th — when  folks  are  clipping 
investment  coupons,  and  are  apt  to  be  in  a  spending  freune  of 
mind. 

If  you  want  space,  fill  in  the  blanks  on  the  wire,  and 
send  it — collect.  Mail  copy,  and  cuts  (if  any)  at  once, 
unless  you  want  me  to  repeat  any  previous  copy.   If  so,  say 
30  on  the  wire,  eind  oblige, 

Yours  very  truly, 

P.S.   If  in  doubt,  ask  your  newsdealer,  your  agent,  or  any 
advertiser  now  using  our  pages. 


[252] 


,^_    OSMOPOLITAN 
MAGAZINE  ^^ 


381  Fourth  Avenue 


New  York 


-HMORE   OLDSTYLE        VERSATILE   INITIAL 
k  ORNAHENT        STRATHMORE   BOROFR 
■fFE  FOUNDERS   COMPANV 


Dear  Mr.  •  *  *  *  *  * 

Your  clients  -  how  much  confidence  have  they  in  you? 

Are  you  their  coun3ellor--their  valued  attorney,  or 
merely  their  Tjroker  in  advertising? 

Your  status  will  fee  determined  by  the  line  of  action 
you  pursue  in  the  following  contingency: 

January  1st,  ******  rate  goes  to  $600  a  page. 
Rate  to-day,  and  until  Decemher  31st  good  on  definite  orders 
for  definite  space  in  definite  issues  up  to  and  including 
February  1913  $500  a  page. 

AS  ADVERTISING  COUNSELLOR:  you  will  advise  your  clients 
of  this  fact,  and  maybe,  add  that  in  view  of  "Cos's"  growth 
in  circulation  it  might  be  policy  to  take  advantage  of  this 
offer,  and  place  an  order  now. 

AS  ADVERTISING  ATTORNEY:  you  will,  to  protect  each  cli- 
ent's interests  now,  go  over  each  present  or  proposed  plan — 
broadly  consider  ******  past,  present  and  future--   * 
place  orders  for  your  various  clients  till  February  '13,  in- 
clu3ive--and  advise  each  client  of  your  action.   This  is 
the  strong,  decisive,  business- confidence-winning  way. 

AS  BROKER:  We  say  frankly — don't  advise  your  clients. 
On  a  fixed  commission  basis,  you'll  make  more  out  of  placing 
the  business  at  $600  a  page  and  later  (probably  around  the 
Pall)  at  $750  a  page  -  than  you  do  now. 

Accordingly — as  you  rate  yourself- -what  are  you  going 
0  do  about  it? 

Yours  very  truly, 


[253] 


Seamans  &  Cobb  Co, 

Importers,  Manufacturers 
Converters 

No.  174-180  LINCOLN  STREET 

Boston, 


SET   IN    HEAVY   CASLON   AND    NEW   CASLON    ITALIC 
POOLE   PRINTING   CO.,    BOSTON,    MASS, 


Gentlemen:- 

The  shorter  the  act  the  longer  the  encore. 

The  shorter  the  letter  the  more  readers  it  wi-11  have 
and  as  we  assume  that  you,  in  common  v/ith  ourselves,  have 
your  favorite  authors,  this  letter  will  be  short  and  right 
to  the  point,  and  we  candidly  believe  it  will  pay  you  to  read] 
every  word  of  it. 


> 


V 


The  above  space  would  ordinarily  be  filled  with  words,  '\ 
words,  words,,  only  these  and  nothing  more,  and  as  you  can 
find  more  of  these  in  the  dictionary  than  we  could  possibly 
crowd  into  this  letter,  we  will  save  your  time  and  skip  them.| 

We  are  enclosing  a  price  list. 

Nothing  very  startling  either,  in  this  announcement,  wej 
will  admit,  but  this  is  the  nub  of  the  whole  bu3iness--we  , 
are  enclosing  a  postcard.   This  postcard,,  if  you  will  return 
it  to  us,  will  bring  you  at  once  our  trade  discount,  and -this 
trade  discount  will  save  you  a  lot  of  *•*•♦•  money.   Use  it 
just  out  af  curicsity  if  for  no  other  reason  and  let  us 
prove  to  you  whether  or  not  we  have  any  excuse  for  being  in 
the  ******  business. 

.'  Very  truly  yours, 


[2541 


SEAMANS  &  COBB  CO. 

Manufacturers,  Importers  and  Converters 


3  H  H  B  (3  0  I 


No.  174-180  LINCOLN  STREET 


BOSTON, 


,  LEAH  FACE   GOTHIC        CAST   SQUARES        FRENCH    CAST   SQUARES 
HtNTING   CO.,    BOSTON,    MASS. 


Dear  Sir:- 

A  Chicago  paper  speaking  editorially  in  a  recent  issue, 
said  in  substance  this:  -  There  are  $5,000  men  in  this  coun- 
try in  abundance,  but  $10,000  men  while  in  great  demand,  are 
as  scarce  as  are  oysters  in  the  stev/  at  a  church  supper,  and 
as  rare  as  an  advertisement  which  sinply  states  facts,  plain 
facts,  and  without  any  attempt  at  exaggeration. 

The  highest  priced,  best  paid  ad  writers  in  this  coun- 
try, in  their  exploitation  of  any  article  or  commodity,  say 
but  very  little,  but  they  say*  that  little  well.   They  deal 
in  facts,  stick  to  facts,  drive  h.ome  facts,  -  only  this  and' 
nothing  more. 

We  want  to  talk  to  you  for  just  a  minute  about  *  *  *  • 
and  we  shall  confine  ourselves  strictly  to  facts. 

******  is  a  substitute  for  silk,  and  for  the  pur- 
poses for  which  you  would  use  it,  it  is  equal  to  silk,  and 
costs  you  75^  less  money. 

It  is  made  from  the  very  highest  quality  of  Sea  Island 
staple,  and  due  to  a  special  process  of  manufacture  confined 
by  us  exclusively  to  this  brand,  it  possesses  an  unusual  and 
beautiful  lustre., 

It_will_wear  as  long  8'S_sillc,  not  one  person  in  a  thou- 
sand when  it  is  worked  into  a"shoe  could  distinguish  it  from 
silk,  and  it  costs  you  22.a_i22.§_'!!12.'2£Z.' 

The  above  are  simply  ******  facts  minus  all  adver- 
'    sing  frills  and  flourishes. 

We  want  to  prove  to  you  that  they  are  facts. 

Please  note  that  we  have  taken  care  of  Uncle  Sam's 
charges  with  reference  to  the  return  of  the  enclosed  card. 

Very  truly  yours, 


i 


I 


[255] 


NEW  YORK 


PHILADELPHIA 


ROCHESTER 


ST.  LOUIS 


CINCINNATI 


LOUISVI 


SEAMANS  &  COBB  CO. 

Importers  -  Manufacturers  -  Converters 
■  ' 

174-180  LINCOLN  STREET,  BOSTON,  MASSACHUSETTS 


SET   IN    FOSTER   AND    CONDENSED    FOSTER 
VERSATILE   ORNAMENT  CHAP-BOOK   GUIDONS 

AMERICAN   TYPE   FOUNDERS   COMPANY 


Dated 


[ 


Gentlemen :- 

Since  writing  you  a  short  time  ago,  as  perhaps  you  will 
remem'ber,  with  reference  to  our  *••**♦  Reeoe  silk  fin- 
ish thread,  we  have  received  a  large  number  of  orders. 

What  pleased  us  most  was  that  nearly  every  manufacturer 
who  sent  us  a  sample  order  in  response  to  that  letter,  fol- 
lowed it  up  within  a  very  few  days  with  a  regular  full-sized 
order. 

What  other  manufacturers  did,  or  did  not  do  in  this 
particular,  we  fully  realize  is  of  no  special  interest  to 
you,  and  we  merely  mention  it  as  showing  that  others  share 
with  us  the  good  opinion  we  have  of  our  *•**♦♦  Reece 
silk  finish  thread. 

We  say  to  you  again,  without  fear  of  successful  con- 
tradiction, that  for  an  upper-needle  thread  to  be  used  in 
the  Reece  machine,  it  has  no  equal. 

It  is  made  from  carefully  selected  Sea  Island  yarn, 
unusual  care  being  given  to  finish  and  winding. 

We  do  not  wish  to  unduly  urge  you,  but  we  should  like 
mighty  well  to  receive  just  a  sample  order  from  you,  and  you 
will  have  to  admit,  too,  we  think,  that  it  would  be  extreme 
business  foolishness  on  our  part  to  even  urge  you  this  far 
if  we  did  not  know  that  you  would,  after  giving  it  a  trial, 
thank  us  for  calling  your  attention  to  it. 

We  inclose  another  order  blank,  and  we  do  not  care  a 
rap  how  small  the  first  order  may  be.   All  wo  ask  is  that 
you  give  it  a  trial,  -  then  we  know  we  will  receive  regular 
orders  based  on  your  needs. 

Very  truly  yours, 


[256] 


lOOLE  PRINTING  CO. 

Ij  'gest  Producer  of  Typewriter  Letters  in  the  U.  S. 
m^IGNERS  AND  WRITERS  OF  FINE  CATALOGUES 


No.  251  CAUSEWAY  STREET 


Lmbers  of  the  bodoni  family 

llCHT 

r  TYf E   FOUNDERS    COMPANY 


Boston,  Mass. 


Dear  Slr:- 

You  can  make  your  form  letters  merely  "pay"  or  you  can 
make  them  bring  big  returns. 

And  Just  as  a  well-appearing,  clean-cut  salesman  gets  an 
audience  because  he  creates  a  favorable  impressioft,  so  the 
perfect  form  letter,  because  it  is  inviting  to  the  eye,  gets 
a  reading. 

Only  a  real  letter  can  give  your  proposition  person-  • 
ality,  and  that  is  the  most  vital  element  in  profitable 
sales  letters. 

Our  form  letters  make  money  for  you,  because  they  are 
as  perfect  as  a  dictated  letter. 

The  body  is  clear  and  easily  read.   The  name  and  salu- 
tation are  a  perfect  match.  Every  punctuation  shows  through 
the  sheet.  You  cannot  tell  our  printed  fac-simile  signature 
from  the  work  of  your  own  pen. 

Let  us  fill  your  next  order  —  give  you  the  kind  of 
work  that  makes  them  read  by  more  people  —  the  kind  that 
makes  money  for  you. 

Dollars  are  slipping  away  from  you  because  you're  not 
getting  the  kind  of  service  that  cuts'  down  the  loss  now  go- 
ing into  the  waste-basket. 

To  get  these  dollars  is  vital  to  your  pocketbook. 
Write  us  now  and  get  us  "proving  up"  --  making  money  for  you 
in  customers  and  profits. 

Yours  truly. 


[257] 


Telephone  City  9576 


;'k-:.:..>;i:i,;j!:;:iiLiiiiiiiiiiiiiiiii 


ABOVE    MOR  TO  NS,  OPPOSITE   WOOD  STB 


^ogSiiiij  ^  d^rclp 


SET   \N    INLAND   COPPERPLATE   AND   TYPO   GOTHIC 

LITHOTONE   BRASS    RULE 

AMERICAN   TYPE   FOUNDERS   COMPANV 


39.    CHEAPSI  DE 


'gonbon^^M, 


Dear  Sir: 

You  will  find  in  the  accompanying  small  three-fold 
leaflet,  two  patterns  of  cloth,  which  if  you  will  e.xamine 
carefully,  you  will  agree  with  us  are  quite  exceptional  in 
texture  and  quality. 

On  the  inside  middle  fold  is  our  husiness  policy. 
Please  -read  it.   It  is  no  mere  idle  talk  but  the  expression 
of  aims  and  ideals  which  we  act  up  to  always. 

Then  on  the  back  of  the  leaflet  is  proof  of  our  asser- 
tion -  an  unsolicited  letter  of  appreciation  from  one  of  our 
clients. 

There  is  only  one  thing  we  want  you  to  do  after  reading 
this  letter,  and  that  is  to  post  the  enclosed  postcard  say- 
ing either  that  we  may  send  you  our  fully  illustrated  hook- 
let  and  further  samples,  or  call  on  you  personally; 

How  will  you  do  it,  and  do  it  to-day? 

Yours  faithfully, 


[258] 


STATE  TITLE   INSURANCE  BANKING.  TRUSTS  Capital  and  Surplus,  $  1  5,000,000 


Title  Guarantee 
&JTrust  Company 


IINEAR   BORDER    NO.    2        STRATHMORE   ORNAMENT 
ERS   COMPANY 


No.  176  BROADWAY 


New  York 


Dear  Sir: 


A  short  tlmfe  ago,  I  wrote  you  about  the  value  of  mort- 
gage investments.   In  a  great  office  like  ours,  employing 
more  than  twelve  hundred  people,  it  is  possible  that  your 
reply  may  have  escaped  my  notice  or  you  may  have  disregarded 
my  letter  because  you  thought  .you  would  not  be  interested  in 
the  subject. 

Would  you  care  to  read  a  pamphlet  describing  New  York 
City  mortgages?  If  you  have  money  to  invest  or  expect  to 
have  in  the  future,  we  shall  be  glad  to  send  you  this  book 
but  we  do  not  want  to  do  so  unless  you  care  for  it. 

You  will  find  here  mortgage  investments  for  the  man  who 
can  save  $10  per  month  or  for  the  man  who  has  $100,000  or 
more  to  invest.  During  the  past  eighteen  years,  we  have  in- 
vested for  our  clients  more  than  $400,000,000  in  guaranteed 
mortgages  and  not  ono  of  them  has  ever  lost  a  dollar. 

We  shall  be  glad  to  have  you  call  to  see  us  if  you  are 
looking  for  an  investment  or  will  send  you  the  pajnphlet  re- 
ferred to  above  if  you  will  write  us. 

Very  truly  yours, 


1259] 


"\\  \ 


DDQC 


TITLE  GUARANTEE  AND  TRUST  COMPANY 

CAPITAL  AND  SURPLUS,  StS.OOO.OOO 

REAL  ESTATE  TITLE  INSURANCE 
BANKING  '  TRUSTS 


176    BROADWAY 

New  York 


SET  IN  MEMBERS  OF  COPPERPLATE  GOTHIC  F* 
COMSTOCK  CONDENSED  MONOTONE  BOHDEB 
AMERICAN   TVPE   FOUNDERS    COMPANY 


Dear  Sir:- 

When  v/e  originated  our  plan  to  enable  people  to  invest 
in  first  mortgages  on  New  York  City  real  estate  by  $200  cer- 
tificates purchasable  at  the  rate  of  $10  per  month,  it  was 
an  experiment.   In  New  York  City,  where  our  business  was  al- 
ready well  known,  we  knew  the  plan  would  succeed.   We  were 
not  so  sure  of  the  rest  of  the  country. 

We  can  now  say  that  the  public  has  approved  these  cer- 
tificates.  They  have  been  sold  in  almost  every  state  in  the 
Union,  in  France,  in  South  America,  Panama  and  even  in  the 
Sandwich  Islands.   There  are  people  all  over  the  world  who 
want  an  absolutely  safe  investment  that  brings  in  a  good 
return. 

Many  men  and  women  who  are  living  on  salaries  and  whose 
income  seems  assured,  do  not  stop  to  think  where  they  would 
be  if  the  firm  or  company  for  which  they  are  working  should 
find  its  business  less  profitable  and  find  it  necessary  to 
discontinue  business  or  to  do  without  some  of  its  oldest  em- 
ployees. 

There  is  nothing  that  makes  a  man  so  independent  as  to 
have  some  money  put  away  to  take  care  of  him  and  his  family 
when  hard  times  come.  If  you  can  spare  $10  a  month  now, 
there  is  no  better  use  for  it  than  to  make  provision  against 
trouble  that  may  come  in  the  future.  You  will  never  regret 
having  sent  us  the  initial  $10  to  start  a  savings  plan  that 
pays  you  4-1/2^  interest  and  where  your  money  is  absolutely 
safe. 

Yours  truly, 


[260] 


EWYORK  PHILADELPHIA  SAN    FRANCISCO  CHICAGO 


49   WALL   STREET 


JLcii'   Uatk' 


,      IN  TYPO  SHADED  AND  BLAIR 

I  fRtCAN  TYPE  rOUNOERS  COMPANY 


Dear  Sir:- 

Every  one  concerned  with  the  Investment  of  institutional 
or  private  funds  in  "solid"  securities,  -  where  the  principal 
is  Eunply  safeguarded  -  the  yield  reasonable  -  and  the  market 
broad  and  dependable,  must  be  interested  in  "Savings  Bank 
Investments." 

The  nature  of  Savings  Institutions  and  the  character  of 
their  business  requires  the  exercise  of  the  greatest  caution 
in  the  making  of  Investments. 

Quite  naturally,  therefore,  our  compilation  of  the 
statutes  of  the  various  states  governing  investments  of  Sav- 
ings Banks  in  Bonds,  have  come  to  be  regarded  by  many  finan- 
cial institutions,  trustees  and  private  investors  as  a 
valuable  guide  in  the  selection  of  investment  securities. 

Second  edition  of  the  booklet  Just  published.   Would 
you  like  a  complimentaiy  copy? 

Use  enclosed  card. 

Yours  truly, 


[261] 


rs'E-\V  YORK 


IX.  ^W.  Halsey  &  Co, 

Bankers 


to   >VA.l,L   STKEEX 

IVE>V  YORK 


SET    IN  TITLE  SHADED  LITHO 
AMERICAN  TYPE  FOUNDERS  COMPANY 


Dear  Sir: 

Would  you  like  to  have  us  put  your  name  on  our  mailing 
list  (without  cost  to  you)  and  occasionally  send  you  de- 
scriptive price  lists  and  printed  information  on  high-grade 
Municipal,  Railroad  and  other  seasoned  market  bonds? 

Banks  and  investing  institutions  of  every  description 
depend  upon  them  for  accurate  information.   The2_are_even 

™£r®_Y5:lH2;M®_t°  A'^lJ-ilAilJj-ili^^^         ^^°   generally  lacks 
the  experience  and  channels  of  information  enjoyed  hy  the 
financial  officer. 

If  you  have  $1,000  or  more,  to  invest,  or  expect  to 
have  within  a  few  months,  these  descriptive  lists  with  quo- 
tations and  practical  comments  direct  from  the  financial 
center  will  he  found  useful. 

This  service  is  offered  you  s-hsolutelA{;_grati^s  as  a 
means  of  familiarizing  you  with  the  exceptional  investment 
facilities  enjoyed  by  our  clients.   Consult  your  own  Bankers 
as  to  our  standing,  and  send jJS_em33^os^ed_Gard_. 

Yours  very  truly, 


[262] 


^^  -^X        .  .  .  vV   "^D^  '^w  #^   ^^  "#0  -f^^  4^^  ^^  ^^  ^w    '^u'v    <f-o'/    ^^^ 

N.  W.  Halsey  &l  Company 

Philadelphia  TD    A    XTTif'C^'D  C  San  Francisco 

NewYorK  D/\iN  lYJC/lXO  Chicago 


SI   MONOTONE   NO.    2 
:   ORNAMENTS 
i    tVPE   FOUNDERS   COMPANY 


49  WaU  Street 

New  YorK 


Dear  Sir:- 

Traversing  a  rich  agricultural  territory  -  a  pioneer 
line  of  the  .Central  West  -  the  ******  Railroad  stands 
to-day  as  a  conspicuous  example  of  American  Steam  Roa4 
development. 

Successful  from  its  start  in  1861  -  it  has  never  failed 
to  meet  its  fixed  charges  -  and  for  forty-one  years  has  paid 
substantial  and  regular  dividends  to  its  stockholders. 

To-day  -  its  bonds  are  favorably  regarded  -  are  widely 
held  -  and  at  prevailing  prices  are  undoubtedly  among  the 
best  values  in  the  present  market. 

We  have  conducted  a  thorough  inquiry  into  the  opera- 
tions of  the  Company  with  particular  reference  to  the  status 
.of  the  two  principal  bond  issues.   This  "pamphlet"  has  in- 
spired many  favorable  comments  from  railroad  officials  and 
financial  officers. 

Sign  and  return  enclosed  card,  if  you  would  like  a  com- 
plimentary copy,  including  map  of  the  system. 

Yours  truly, 


[263] 


CAPITAL  AND  SURPLUS.  $1  5,000,000 

^eal  ^state  ®ttle  (Slnaurance  •  Ranking  •  ©rusts 


SET   IN   WEDDING   TEXT,    HEAVY   COPPERPLATE   GOTHIC   AND  176    BROADWAY 

HCAVV   COPPERPLATE   GOTHIC   CONDENSED        VERSATILE   ORNAMENTS  'X -^  ^\i^  tf 

AMERICAN   TYPE   FOUNDERS   COMPANY  hAJ  I^iVt      tFI  rTl*!? 


Dear  Sif: 

The  loss  of  interest  due  to  delay  in  investing  one's 
funds  is  a  serious  matter.  The  idleness  of  your  money  for 
a  little  over  five  weeks  means  the  sacrifice  of  one-tenth  of 
a  year's  income. 

The  great  demand  for  guaranteed  mortgages  during  the 
past  month  has  made  it  difficult  for  us  to  supply  you  with 
mortgages  in  sums  that  exactly  meet  your  requirements.  To 
fill  this  need,  we  now  offer  you  the  Guaranteed  First  Mort- 
gage Certificates  of  the  ♦♦•*♦♦,  a  Company  organized  • 
under  the  Banking  Department  of  New  York  State  and  closely 
affiliated  with  the  Title  Guarantee  and  Trust  Company.   These 
certificates  are  in  effect  assignments  of  portions  of  guar- 
anteed mortgages  and  in  no  respect  differ  in  security.  They 
have  the  additional  advantage  that  you  can  invest  any  amount 
at  any  time. 

We  recommend  them  in  every  particular  and  advise  you  to 
buy  them  and  avoid  any  loss  of  income  due  to  your  capital 
remaining  idle.  The  payment  of  principal  and  interest  is 
guaranteed  hy  the  Bond  and  Mortgage  Guarantee  Company  and 
interest  checks  are  sent  out  on  the  first  of  February  and 
August  of  each  year. 

Yours  very  truly, 


[264] 


Title  Guarantee  and  Trust  Company 


CAPITAL  AND  SURPLUS,  *  14,000,000 

REAL  ESTATE  TITLE  INSURANCE  ▼  BANKING  »  TRUSTS 


176  BROADWAY 

New  York 


«  HCMBERS   OF   THE   BODONI    FAMILY        ITALIAN    BANDS 
i.tPKINTiNG   CO.,    BOSTON,    MASS. 


Dear  Madam: 

Have  you  in  mind  the  investment  of  a  sum  of  money  in  a 
way  that  will  cause  it  to  yield  as  large  an  income  as  pos- 
sible without  any  risk?  To  accomplish  this,  it  is  necessary 
to  make  a  very  careful  choice  of  investments. 

The  perfect  investment  is  one  which  represents  a  defi- 
nite claim  on  valuable  real  estate  and  which  is  further  pro- 
tected "by  the  guarantee  of  a  responsible  guarantor. 

First  mortgages  on  improved  property  in  New  York  City 
are  the  best  class  of  security  that  it  is  possible  to  obtain, 
as.  they  are  claims  on  the  choicest  and  most  valuable  property 
in  the  world.   The  guaranteed  miortgages  that  our  Company 
can  offer  to  you  are  first  mortgages  on  property  in  Greater 
New  York  and  have  the  payment  of  principal  and  interest 
absolutely  guaranteed  by  the  Bond  and  Mortgage  Guarantee 
Company  with  its  capital  and  surplus  of  $8,000,000.  During 
the  past  eighteen  years  our  Company  has  sold  to  investors 
$400,000,000  of  these  mortgages  and  no  investor  has  ever  lost 
a  dollar  of  principal  or  interest. 

In  order  to  accommodate  investors  who  may  wish  to  in- 
vest funds  in  an  amount  not  large  enough  to  take  up  an  in- 
dividual mortgage,  this  Company  provides  the  same  security 
in  the  form  of  Guaranteed  First  Mortgage  Certificates.   They 
are  in  amounts  of  $200,  $500,  $1,000  and  $5,000. 

If  you  are  interested  in  investments  of  this  character, 
we  should  be  glad  to  have  you  write  us  for  further  informa- 
tion. 

Yours  very  truly, 


[265] 


SET   IN   COMMERCIAL   SCRIPT 
AMERICAN   TYPE   FOUNDERS   CO 


Dear  Sir:- 

Replying  to  your  valued  inquiry,  we  take  pleasure  in 
mailing  to  you  under  separate  cover  a  copy  of  our  brochure, 
"The  Trend  of  Investments." 

A  careful  reading  of  this  booklet  will,  we  believe, 
convince  you  of  two  things:  First,  that  the  judicious  and 
profitable  investment  of  money,  while  essentially  a  banker's 
business,  is  NOT,  as  many  persons  seem  to  think,  shrouded  in 
the  least  mystery  nor  fraught  with  undue  risk;  second,  that 
of  all  the  various  forms  of  investment  a  well-secured  bond 
is  the  most  desirable. 

We  have  endeavored  to  make  these  points  clear  by  show- 
ing the  relative  importance  of  the  four  elements  which  con- 
stitute any  investment  -  the  SECURITY,  the  INCOME,  the  MAR- 
KETABILITY and  the  POSSIBILITY  of  APPRECIATION.  As  illus- 
trating how  these  four  elements  are  more  perfectly  balanced 
in  a  well-secured  bond  than  in  any  other  form  of  investment, 
we  have  selected,  for  specific  treatment  in  the  booklet, 
four  typical  lond  issues  embracing  the  Municipal,  the  Rail- 
road, and  the  Public  Utility  Corporation  types,  explaining 
briefly  their  various  advantages  to  the  average  investor. 

It  goes  almost  without  saying  that  the  first  -  the  fun- 
damental -  consideration  of  ANY  investment,  whether  it  be  a 
bond  or  anything  else  is  -  SAPETY.  All  other  considerations 
are  of  minor  importance  compared  to  this  one.  But  to  de- 
termine with  any  degree  oj  accuracy  just  what  constitutes  a 


[266] 


THE  HIGHEST  RATED 
SECURrXIES 


MSTOCK,    COMSTOCK   CONDENSED,    LIGHT   COPPERPLATE   GOTHIC 
r   COPPERPLATE   GOTHIC   CONDENSED 
TVPE   FOUNDERS   COMPANV  « 


THIRD  NATIONAL  BANK  BUILDING 

SAINT  LOUIS 


-2- 


proper  degree  of  safety  v/hich  is  at  the  same  time  compatible 
with  a  satisfactory  income  yield,  and  which  does  not  require 
the  sacrifice  of  too  great  a  degree  of  "marketability"  - 
prompt  convertibility  into  cash  -  and  "possibility  of  in- 
crease" requires  a  more  intimate  knowledge  -  not  of  finance, 
please  bear  in  mind  -  but  of  the  CONDITIONS  which  are  pecu- 
liar to  each  separate  bond  issue,  than  the  average  investor 
possesses. 

Such  information  can  only  be  obtained  by  a  most  careful 
investigation.  And  it  is  in  this  respect  that  we  can  be  of 
great  material  service  to  any  prospective  investor.  Our 
organization  is  complete  in  every  detail.  Under  no  circum- 
stances will  we  buy  or  offer  for  sale  a  single  bond  until 
every  phase  of  the  issue  has  been  carefully  Investigated  by 
our  experts  and  we  are  satisfied  in  our  own  minds  that  it  is 
desirable  from  every  investment  viewpoint. 

Kindly  read  our  booklet  carefully.  You  will  find  it 
both  interesting  and  instructive.   Then,  if  you  will  write 
to  us  telling  us  about  what  you  have  in  mind  as  a  prospective 
investment,  we  shall  take  great  pleasure  in  sending  you  a 
list  of  desirable  bond  investments  of  various  kinds  which 
will  net  you  an  Income  ranging  from  A^   to  65^. 

Thanking  you  for  your  inquiry,  we  are 

Yours  very  truly, 


[267] 


NEWYOKK                                                                                                                    MAINOFFICK  MINNKAl'OLIij 

315  Fourlli  Avenue                                                                             .  335  Palace  Buildil 

SPRINGFIELD.  MASS.  i 

CHICAGO                          .  ABERDEEN 

P,.,„.l. ■■»  <!«»  Building                                                                                                                   .Myrick  Bu.ldin,!  j.„^„_  ,,3^^,^ 

The  Phelps  Publishing  Company 

PUBLISHERS 

Foi^m  and  Home 

A  NATIONAL  SEMI-MONTHLY 


SET   IN    MEMBERS   OF   THE    L1TM0    FAMIL- 
AMERICAN   TYPE   FOUNDERS    COMPANV 


Gentlemen: - 

In  1900  the  value  of  an  acre  of  corn  was  $8.50.   Now  it 
is  $14.80  -  an  increase  of  74?^.   The  acre  value  of  wheat,  due 
to  the  higher  price  per  bushel  and  to  the  increased  yield 
per  acre,  shows  an  increase  in  farm  value  of  llSjf.  The  ten 
leading  crops  taken  together  show  an  increase  of  72.75^  in 
farm  value.   This  means  that  the  farmer  who  made  $1000  ten 
years  ago,  made  last  year  $1727  on  exactly  the  same  acreage, 
with  the  same  labor  and  same  tools.  He  has  $727  more  that 
is  usable  for  buying  more  land  or  more  tools;  for  educating 
his  children;  for  improving  his  buildings;  and  for  buying 
various  kinds  of  advertised  products  manufactured  in  one  or 
all  parts  of  the  land. 

******  the  leading  national  semi-monthly,  with  its 
500,000  circulation,  will  introduce  you  to  some  of  these 
farme  rs . 

Yours  very  truly. 


[268] 


Atlanta  City  Directory  Company 

Mailing  Lists  furnished  from  all  over  the  World 

CIRCULARS  ADDRESSED  AND  MAILED.  CURRENT  DIRECTORIES  OF  ALL  LARGE  CITIES  IN  UNITED  STATES 
AND  CANADA,  ALSO  SOME  OF  OTHER  COUNTRIES  ON  FILE  FOR  THE  FREE  REFERENCE  USE  OF  PATRONS 


JOSEPH  W.  HILL,  Prenident     WALTER  O.  FOOTE,  SeereUiy  •      •  MEMBER  ASSOCIATION  OF  AMERICAN  DIRECTORY  PUBLISHERS 


I  Telepfaone  M.  1161  anil  3026 


61 V2  E.  Alabama  Street 

Atlanta,  Ga. 


lit   MEMBERS   OF   THE   BODONt    FAMILV        VERSATILE   ORNAMENTS 
(IC*tt   TYPE   FOUNDERS   COMPANY 


Gentlemen: - 

Wouldn't  you  like  to  talk  yoiir  goods,  to  all  of  the 
dwellers,  in  all  of  the  Cities,  of  all  America,  every  minute 
of  every  day  in  the  year? 

Talk  to, about  30  million  people,  at  a  cost  of  14  dollars 
a  day,  in  a  space  the  size  of  a  standard  magazine  page? 

That  is  just  what  we  can  offer  you:  the  entire  Urban 
population  of  America:  or  any  portion  of  it,  at  proportion- 
ally above  mentioned  cost. 

This  is  a  fact:  we  are  prepared  to  cover  practically 
every  city  in  America,  every  day  in  the  year,  with  a  ^  -  -J- 
or  full  page  adv.  at  a  cost  of  from  4  to  14  dollars  a  day, 
and  do  it  thru  the  most  representative,  respectable,  and 
thoroly  read  medium  in  each  town  -  the  CITY  DIRECTORY. 


ice, 


One  order,  one  electro  and  one  check  secures  the  ser-v- 


You  can  use  your  magazine  "copy"  if  you  wish. 


Your  own  home  Directory  Company  and  the  "Association  of 
American  Directory  Publishers,"  representing  10  million  dol- 
lars, guarantee  the  faithful  fulfillment  of  your  order. 

This  offer  is  made  you,  because  your  goods  appeal  to 
the  office  and  store  workers:  whom  we  approach  at  a  new  and 
favorable  time,  they  do  their  buying  either  coming  from  or 
while  at  their  place  of  business  and  our  Directories  are 
their  constant  companion  during  all  their  working  hours, 
therefore  the  shortest  link  between  buyer  and  seller. 

May  we  give  you  more  details,  and  good  reasons  why  y_ou 
could  use  City  Directories  profitably? 

Respectfully, 


[269] 


®Ij^  N^m  fork  (Smtn 


'All  the  News  That's  Fit  to  Print" 


SET   IN    ENGRAVERS   OLD    ENGLISH,    RECUT   CASLON   AND 
RECUT   CASLON    ITALIC        OLD    ENGLISH    BORDER 
AMERICAN    TYPE   FOUNDERS   COMPANY 


Times  Square, 

N?ui  fork 


Dear  Sir:- 

If  you  knew  that  advertising  in  the  Pictorial  Section 
of  The  New  York  ******  woULD  PAY  YOU  

If  you  thought  that  an  investment  of  $20.00  (cost  of  a 
forty  line  advertisement)  would  even  PAY  FOR  ITSELF  

Would  you  hesitate  to  make  such  an  investment? 

The  Pictorial  Section  of  the  New  York  ******  is 
the  woman's  supplement  of  the  best  Sunday  newspaper  in 
America. 

It  is  read  from  cover  to  cover  by  every  member  of 

the  family  usually  in  150,000  of  the  best  homes. 

If  you  seek  the  patronage  of  well  dressed  women  who 

prefer  the  best  and  CAN  AFFORD  TO  PAY  for  it  profit  by 

the  experience  of  others. 

Each  of  the  letters  reproduced  in  the  booklet  herewith, 
tells  a  story  of  RESULTS  from  advertising  in  The  ****** 
Pictorial  Section. 

What  the  Pictorial  Section  has  done  -  is  doing  -  for 
others,  it  can  do  for  you  -  if  you  give  it  an  opportunity. 

Let  us  send  a  member  of  our  advertising  staff  to  study 
your  shop.  Tell  him  some  of  the  points  on  which  you  special- 
ize -  in  which  you  excel. 

He  v/ill  prepare  an  advertisement  specially  w^ritten  about 
YOUR  SHOP.  He  will  submit  this  for  your  consideration  - 
WITHOUT  OBLIGATING  YOU  in  any  way. 

Please  fill  out  and  return  the  call  card  NOW. 

Yours  truly, 


[270] 


7^\^t  ^tm  fork  ^im^g 

^^^^    "AlltheNews  That' s  Fit  to  Print"  •  Actual  Net  Paid  Sales  More  Than  a  Million  a  Week 


ENQOAVERS   OLD    ENGLISH    AND    NEW    CASLON    ITALIC 

iLE  ORNAMENT 

*N   TVPE   FOUNDERS   COMPANY 


Times  Square 


New  York 


Dear  Sir:- 

The  continuous  absence  of  your  advertisement  from  the  ' 
pages  of  the  New  York  *****  *  leads  us  to  believe  that 
you  do  not  think  it  to  be  as  profitable  a  medium  as  some 
of  the  other  newspapers.   If  so,  we  feel  obliged  to  take  the 
contrary  view  and  state  a  few  facts  concerning  the  useful- 
ness of  The  New  York  ••**••  for  your  announcements. 

Only  seven  New  York  morning  newspapers  cover  the  area 
within  thirty  miles  of  Times  Square,  reaching  a  population 
of  16,848,897.   Of  these  seven  newspapers  The  New  York  *  *  ♦ 
sells  more  copies  in  the  area  stated  than  the  combined  sales 
of  three,  and  almost  as  many  as  four  of  the  others. 

There  are  only  three  morning  newspapers  in  New  York  that 
sell  a  million  copies  every  seven  days  to  the  metropolitan 
newsdealers.   The  New  York  ******  is  one  of  them.   Of 
the  four  other  morning  newspapers  in  New  York  City  the  most 
largely  circulated  one  sells  less  than  half  a  million  copies 
in  seven  days  to  the  metropolitan  nev/sdealers. 

If  an  advertiser  who  seeks  the  attention  of  the  intelli- 
gent men  and  women  of  New  York  City,  does  not  employ  the  ad- 
vertising columns  of  The  New  York  ******  the  question  at 
once  arises  as  to  whether  his  advertising  agent  is  advising 
him  in  good  faith. 

The  New  York  ******  has  a  daily  circulation  far 
exceeding  175,000  copies.   Owing  to  the  substantial  charac- 
ter of  its  readers,  every  copy  contributes  its  individual 
share  to  the  publicity  obtained.   There  is  no  waste  in  its 
output. 

With  these  facts  before  you,  if  there  are,  in  your 
opinion,  good  and  sufficient  reasons  as  to  why  you  do  not 
consider  The  New  York  ******  an  equally  profitable 
medium  with,  if  not  more  than  other  newspapers,  we  are  ex- 
ceedingly interested  to  know  them,  so  that  we  may  have  an 
opportunity  to  more  clearly  explain  to  you  our  views  on  the 
same  points.   We  feel  confident  that  you  will  not  deny  us 
the  opportunity  asked,  and  remain, 

Yours  truly, 


[271] 


Harrv  Burtman.  president 


Robert  Monroe,  secretary 


Thomas  Stevens,  vicc-presi 


GREAT  WESTERN   AUTOMOBILE  COMPANY 


SALESROOMS 

928-30   EAST   BROAD   AVENUE 

TELEPHONE    CONNECTION 


MAKERS  OF   THE 


KENTON  CAR 

Largest  Automobile  Plant 
IN  the  World 


CAB1_E    ADDRESS.    "KEYSTO; 

POSTAL    TELEGRAPH     AND    WE. 

UNION    CABI-E    CODCB  f 


Nos.  472-476  SPRING  GARDEN  Terrace 

Seaford.  Wyoming 


Dear  Sir: 

Your  automobile  is  more  valuable  than  your  watch.  And 
yet  you  would  not  think  of  giving  your  watch  into  the  care  of 
a  locksmith.  Do  not  store  your  motor  car  with  a  tinkerer. 

We  are  experienced  automobile  caretakers.  We  have  been 
in  the  business  longer  than  any  firm  in  the  city. 

We  guarantee  satisfaction;  your  oar  always  well  cleaned, 
brasses  bright,  ready  for  the  road.  Prices  reasonable. 

Ask  our  customers. 

Very  truly  yours, 


[272] 


.N.  SMITH.  PRESIDENT 


H.  W     PATTERSON,  TREASURER 


C.  D.  SMITH.  PRESIDENT 


J.  C.  BACHELOER 


MANUFACTURERS,   IMPORTERS  AND  JOBBERS  IN 


F    E    CHICK 


52-56  Summer  Street 


^osilon 


IN   INLAND   COPPERPLATE  AND   LIGHT   COPPERPLATE   GOTHIC 
-STONE   BRASS   RULE 
I.1ICAN   TYPE   FOONOERS    COMPANY 


Dear  Sir:- 

In  looking  over  our  tooks  we  find  that  your  watch  has 
not  been  here  for  cleaning  for  twenty- three  months. 

Every  watch  should  be  cleaned  and  freshly  oiled  as  often 
as  once  in  every  eighteen  months. 

A  watch  is  a  very  delicate  piece  of  machinery  -  the 
balance  wheel  makes  300  beats  or  vibrations  each  minute,  or 
18,000  beats  per  hour;  there  is  less  than  one  drop  of  oil 
used  in  oiling  it,  and  when  this  oil  is  exposed  to  the  at- 
mosphere and  necessary  wear  for  a  period  of  from  twelve  to 
eighteen  months,  it  becomes  dry  and  hard  and  commences  to 
cut  and  wear  the  pivots  and  steel  parts,  therefore  it 
should  be  cleaned  and  oiled  again. 

Hoping  you  will  favor  us  with  the  work, 
Yours  very  truly, 


1273] 


JENS  C.  PETERSON 

STATE    BAXK    Bt7Il.DINO 

TRAVERSE  CITY,  MICHIGAN 


SET  IN   BRANDON       CLOISTER  BLACK       CAXTON    INITIAL 
AMCHICAN  TYPE  FOUNDERS  COMPANY 


Dear  Sir:- 

I  wrote  you  on  May  15th,  in  answer  to  your  inquiry  re- 
garding the  plans  of  a  house  illustrated  in  the  March  nuraher 
Q^  «  *  *  *  ♦  *^  -(ju^  have  not  had  the  pleasure  of  an  answer 
from  you. 

What  is  the  matter  that  ir,y  communication  did  not  inter- 
est you  enough  to  get  a  reply  as  to  whether  or  not  the  house 
meets  your  approval,  or  that  I  do  not  receive  your  order  for 
the  plans,  specifications  and  details  for  such  a  nice  home? 

I  am  sure  you  were  interested  in  this  house  and-antici- 
pated  building  or  you  would  not  have  asked  for  the  informa- 
tion. But  the  fact  remains  that  I  either  did  not  convince 
you  of  the  beauty  and  inexpensiveness  of  this  style  of  build- 
ing or  that  the  plan  did  not  fully  meet  your  ideas  of  a  home. 
In  either  case  I  have  failed  in  my  efforts  by  not  giving  you 
the  information  you  wanted  or  by  describing  a  plan  that  does 
not  meet  your  approval. 

I  am  v/illing  to  spend  considerable  time  and  money  to 
answer  all  of  your  questions.  Will  you  spend  two  cents  to 
answer  mine? 

/ 

If  you  wrote  out  of  curiosity,  tell  me  that.  I  will  be 
satisfied.  It  is  the  curious  people  who  learn  and  I  want  to 
know  why  I  have  failed  to  interest  you. 

The  definite  promise  of  service  that  goes  with  my  plans 
and  specifications  is  a  prestige-building  power  and  will  be 
a  money  saver  for  you. 

I  enclose  a  return  envelope  for  your  reply  and  remain. 

Yours  very  truly. 


1274] 


n 


3E 


T   IN   PAB5T  OLDSTVLE   AND    PA  BST    ITALIC        RENAISSANCE   ORNAMENT 
lERICAN   TYPE   FOUNDERS   COMPANY 


Bennett  ^  Morrison 

^ReaJ  Estate 

Special  Attention  to  Care  and  Rental  of  Property 


Number  52  Aaylum  Street 

HARTFORD,  CONN. 


Dear  Sir:- 

Real  estate  is  the  most  secure  investment  in  the  world-- 
the  profit  depends  upon  the  management. 

Profitable  renting  does  not  consist  merely  in  getting 
tenants.   It  means  securing  good,  permanent  tenants,  quickly 
and  at  a  minimum  expense.   Then  your  property  must  be  pro- 
tected against  unjust  demands  and  careless  usage. 

It  is  our  business  to  rent  property  and  manage  it  so  as 
to  retain  the  tenants  and  make  it  yield  the  maximum  profit 
for  the  owner.   We  can  save  money  for  you  on  repairs,  and 
guard  against  damage  and  losses.  We  work  for  your  interest-- 
for  increasing  your  net  profits. 

Property  renting  is  a  business  that  must  be  learned  and 
it  takes  years  of  exsperience  to  learn  it  thoroughly.  We 
have  been  at  it  for  twenty  years  and  have  succeeded  in  making 
hundreds  of  properties  paj''  bigger  net  cash  profits.   If  you 
are  not  satisfied  with  the  returns  on  your  investment  we  may 
be  able  to  show  you  just  where  an  improvement  can  be  made. 

Make  an  appointment  on  the  enclosed  card  and  talk  it 
over  with  us. 

Yours  very  truly, 


[275] 


!  ALBERT  L  SPRAGUE 


CUSTOM  TAILOR 


SET    IN    PACKARD        FLORAL    DECORATOR 
AMERICAN    TYPE    FOUNDERS    COMPANY 


No.  i8  Franklin  Street 

SEATTLE,  WASHINGTON 


Dear  Sir: 

Correct  clothes  are  not  so  much  a  matter  of  price,  as 
"brains"  in  the  making. 

Any  artist  can  daub  paint,  but  the  Rembrandts  and 
Raphaels  are  scarce.   It  took  "brains"  to  paint  the  "Mona 
Lisa." 

That's  the  way  it  is  in  clothes  making. 
We  put  as  much  "grey  matter"  into  the  making  of  your 
clothes  as  the  watch-maker  into  making  his  finest  watches-- 
the  star  lawyer  into  his  pleas. 

And  it  is  not  only  in  the  making  that  "brains"  play  a 
oonspicuous  part,  but  in  the  selection  of  materials  as  well: 
cloth,  trimmings,  buttons,  etc. , --all  must  harmonize. 

Come  in  and  let  us  show  you  our  line.  We  know  you'll 
like  it,  because — being  particular  ourselves — we  know  Just 
what  will  please  the  particular  man.  This  means  no  obliga- 
tion on  your  part  whatever. 

Will  your  next  suit  of  clothes  or  overcoat  be  a 

*     *     *     i»     »     *     9 

Yours  very   truly, 


[276] 


n^o^"  °<>0»»g»'0«'  "^^^ 


Staffer  tlTailorms  Companp 

Broad  and  State  Streets,  Springfield,  III. 


Dated 


CLOisren  black  and  new  caslon 

IV  BORDER        STRATHMOAE  ORNAMEN7        CHAP-BOOK   GUIDONS 
AN  TTPE   FOUNDERS   COMPANY 


Dear  Sir:- 

YOU  have  not  given  us  a  chance  to  show  you  what  real 
clothes  "building  is  like. 

Why? 

It  cannot  be  the  matter  of  price--for  ♦♦♦♦♦♦  ciothea 
are  no  higher  in  price  than  you  would  pay  for  so-called 
"good"  clothes  anywhere. 

It  cannot  be  you  are  not  interested--for  who  ever  heard 
of  a  man  who  was  not  ready  and  willing  at  all  times  to  im- 
prove his  personal  appearance  and  clothes  comfort? 

It  cannot  be  from  lack  of  information--for  we  have 
shown  you  just  why  •*♦*♦*  clothes  are  better--the  pains 
we  take  in  the  making  of  them  --and  the  pride. 

So  we  write  you  once  again.  Won't  you  give  yourself  a 
chance  to  see  just  what  •***•♦  Clothes  are?  We  don't 
want  to  annoy  you--we  want  to  relieve  you  of  all  your  clothes 
troubles-- "That's  All." 

Come  in  and  let's  get  acquainted  anyway. 

We'll  be  glad  to  explain  any  detail  not  clear  to  you. 
We'll  show  you  a  line  of  fabrics  that--no  matter  what  your 
ta3te--whether  plain,  conservative  or'  fastidious--will  please 
you. 

Come  in  NOW. 

Very   truly  yours, 


[277] 


l^iglf  (f  lass  ^mslsfttt  Q^nitats 


SET    IN   INLAND  COPPERPLATE 
AMERICAN  TYPE  FOUNDERS  COMPANY 


Dear  Sir:- 

Have  you  ever  worn  a  really  ill-fitting  suit  of  clothes? 

If  you  have,  you  are  the  very  man  who  will  appreciate 
♦*♦**♦  Clothes. 

Pit  is  the  first  essential  in  clothing  and  unless  the 
collar  "hugs"  the  neck  snugly — unless  the  trousers  have  the 
proper  "hang"  to  them--you  will  not  te  comfortahle. 

**••♦•  Clothes  are  "built"  on  you--not  simply  for 

you.   The  "Great  Law  of  Average"  is  applied  to  lots,  of 
things,  but  not  to  the  making  of  *****  *  Clothes. 

No  two  figures  are  alike.   Some  have  one  peculiarity — 
some  another.   Consequently,  clothes  "built"  for  one  will 
not  "fit"  the  other.   All  the  little  details  are  taken  into 
consideration  in  the  making  of  *  ♦•  *  *  *  Clothes. 

******  Clothes  are  made  to  "fit"  right--to  "look" 
right--to  "wear"  right,  and  you'll  know  what  good  clothes 
service  means  when  you  wear  *♦♦♦♦♦  Clothes. 

Will  you  give  us  a  chance  to  "prove  up"? 

Very  truly  yours, 


[278] 


K:z»(Xi:>0(X:=»OOc3»o<r»0<:=>00<:=»0<::>0 

^Holeproof 

<z>0()<3><)0<=>)o<::>oo<rr»0()«==>oo^=>)()c=>(ij 


GUARANTEED 


0«=:^K)0<=:=>00<r»o<:r»0<:r>00<::»0<r»^ 

HosieryCo. 

0<ci>oo<rr>oo<rr>00<=i>0(Kr=>00<:z>00<r:>>0<c:^ 


k.  FRESCHL,  Superintendent 


(ORDCR        DELL>   A0S8IA   ORNAMENT 
IFOUNOERS   COMPANY 


Milwaukee,  \A/is. 


Dear  Slr:- 

Please  send  the  enclosed  night  lettergreim  at  our  ex- 
pense. This  will  bring  you  samples  of  famous  ****** 
Hosiery. 

And  in  time  so  that  you  can  secure  a  spring  stock.  By 
getting  your  spring  stock  now,  which  we  can  ship  promptly, 
you  will  take  advantage  of  our  extremely  heavy  advertising 
which  will  make  a  most  lively  market  for  *♦♦•••  popular 
sujnmer  colors . 

Every  spring,  •♦♦♦•♦  has  caught  the  eye  of  THE  MEN 
by  letting  them  know  that  the  smart  styles  in  hosiery  were 
******.  Those  dealers  who  sold  ******  in  an  assort- 
ment of  summer  colors  have  done  a  tremendous  business. 

The  biggest  stores  catering  to  the  most  exacting  trade 
have  found  that  ******  suimner  colors  take  the  popular 
fancy. 

This  spring  our  summer  color  lines  will  be  bigger  sell- 
ers than  ever. 

We  take  care  of  your  order  promptly  and  will  gladly 
send  you  samples  by  immediate  express  prepaid  from  which  to 
make  your  selection. 

You  can  do  the  summer  color  hosiery  business  this  year 
if  you  have  ******_  The  Original. 

Please  send  the  telegram  enclosed  for  quick  action,  and 
note  that  it  is  at  our  expense.  • 

Yours  very  truly, 

P.S.  We  will  save  for  you  one  outfit  of  window  trimming  ma- 
terial that  will  help  you  double  your  hosiery  sales  and  prof- 
its the  first  season  you  sell  •*****. 


[279] 


HOLEPROOF  HOSIERY  COMPANY 
OF  CANADA,  L'TD 

LONDON.  CANADA 


HOLEPROOF  HOSIERY  COMPANY 
230  TOWER  BUILDINGS 

LIVERPOOL,  ENGLAND 


NEW  YORK  OFFICE 

916  FIFTH  AVENUE  BUILDIK 

CHICAGO  OFFICE 

234  LA  SALLE  STREET 

PACIFIC  COAST  AGENCY 

BS3  MARKET  STREET 

SAN  FRANCiaC 


Milwaukee  Wis.  U.S.A. 


SET    IN    COPPERPLATE    GOTHIC   SHADED 

FLORAL    DECORATOR 

AMERICANJSTPE    FOUNDERS   COMPANY 

T 


Gentlemen: - 

We  have  addressed  to  you  several  communications  relative 
to  our  product  and  had  hoped  to  receive  your  stock  order 
before  now. 

We  are  distinctly  disappointed  at  not  having  received  a 
favorable  answer  to  our  letters  particularly  as  *****  * 
is  a  commodity  which  appeals  directly  to  the  high  class  mer- 
chant. Moreover,  we  cater  to  those  who  appreciate  the  value 
of  advertising  and  of  advertised  articles,  and  the  tremen- 
dous campaign  which  we  are  carrying  on  should  certainly 
interest  you. 

Laying  aside  all  question  of  merit,  of  durability,  of 
comeliness  and  of  good  value  -  all  of  which  points  we  feel 
sure  you  will  readily  accord  to  *****  *,  our  hosiery  in 
your  window  or  on  your  shelves  is  in  itself  an  item  of  enor- 
mous advertising  value.   It  has  a  certain  fixed  value  as  an 
advertising  medium,  just  as  tangible  as  the  columns  of  your 
newspaper  or  the  billboards  you  have  to  pay  for. 

Why  not  get  in  line  now  so  that  we  can  ship  your  initial 
order  immediately? 

Rest  assured  that  your  requirements  will  have  our  best 
attention  at  all  times  and  the  writer  will  take  pleasure  in 
the  personal  supervision  of  your  future  needs  for  advertising 
matter,  window  display  material  or  electros. 

Hoping  to  hear  from  you  at  once,  we  are. 

Yours  truly, 


[280] 


WESTERN    OFFICES  IT^iffBB:  GENERAL   WORKS 

1  TO    2933     UA    SAt_l_E     ST  R  E  ET.   C  H  I  C  AG  O  ^ffi^HW^  1  3  Z  O  TO  1  3  e  O  J  E  F  F  C  RSO  N  AV  E  N  U  E  ,  D  ET  RO  11 


DETROIT  STOVE  WORKS 

LARGEST   STOVE    PLANT 
IN    THE   WORLD 


PE   FOUNDERS   COMPANY 


Detroit 


Dear  Slr:- 

As  you  will  undoubtedly  be  in  the  market  for  a  range 
and  realizing  that  you  desire  the  best  for  your  money,  we 
wish  to  point  out  a  few  facts  about  *•**♦♦  Ranges  that 
will  aid  you  in  making  a  selection.   ♦•***♦  stoves  are 
made  in  the  largest  stove  plant  in  the  world,  and  as  you  no 
doubt  realize,  this  enormous  business  could  not  have  been 
built  up  to  its  present  proportions  if  *  ♦  *  •  •  ♦  stoves 
did  not  represent  the  best  value  obtainable. 

Every  stove  bearing  the  ******  mark  is  made  of  the 
highest  quality  of  material.  All  steel  is  extra  quality 
with  a  highly  polished  surface  that  requires  no  blacking 
and  lasts  for  years.   All  cast  parts  are  made  of  Kemi  Test 
Metal  which  is  analyzed  and  tested  before  being  used  to 
insure  against  imperfections  of  any  kind.   The  workmanship 
is  of  the  very  highest  grade  and  every  stove  is  built  to 
last  and  give  the  greatest  degree  of  satisfaction  to  the 
user.   Its  baking  qualities  are  the  best  and  it  operates  per- 
fectly--always.   The  fire  box  is  properly  proportioned  to 
hold  fire  over  night  and  is  so  constructed  that  it  saves  1/3 
more  fuel  than  any  others  made.   The  grates  are  easily  oper- 
ated and  the  ash  pits  are  extra  large  and  easily  accessible. 

You  will  make  no  mistake  by  choosing  a  ♦  •  ♦  *  *  * 
because  the  value,  service  and  genuine  satisfaction  that  come 
from  a  good  range  cannot  be  compared  to  the  few  dollars  saved 
in  the  purchase  of  a  cheap  range.  No  matter  the  price  you 
pay  if  you  select  a  ******  it  will  prove  the  best  stove 
investment  you  ever  made.  We  hope  you  will  decide  to  place 
a  *****  *  Range  in  your  kitchen  because  we  know  for  a 
certainty  it  will  give  you  the  best  service  and  save  you 
more  money  in  fuel  and  repair  bills  than  any  other  stove  you 
can  buy. 

Yours  truly, 


)7  [281J 


DETROIT  STOVE  WORKS 


I.AKGK.ST  STOVE  PLANT 
IN  TIIK  WOKI.I) 

^Ve  Lead  the  World  in  Ranaes 


WE  ARE  THE    SOF.E    MANUFACTURERS  OF  THE  CELEBRATED 

Jewel  Stoves  and  Ranges 


Western  Offices:  29-;i-2933  LA  SALLE  ST.,  CHICAGO.     Works:  1320-1360  JEFFP^RSON  AVE.,  DETROIT 


SET    IN   SCOTCH    ROMAN        FRENCH    CAST   SQUARES 

ART-TILE   TINT   FORMERS 

AMERICAN   TYPE   FOUNDERS    COMPANY 


Detroit,  Mich. 


Dear  Slr:- 

The  true  test  of  any  stove  comes  after  it  has  "been  in 
use  for  some  time.  When  new,  one  stove  looks  a  great  deal 
like  another  and  it  is  only  hy  actual  service  that  the 
value  of  a  good  stove  comes  to  the  surface. 

The  value  of  a******  Range  is  shown  in  the  years 
of  satisfactory  service  it  will  give  the  user.  Only  the 
highest  grade  materials  and  the  most  skilled  workmen  are 
employed  in  its  construction. 

All  steel  is  extra  quality,  highly  polished  and  re- 
quires no  blacking.  All  cast  parts  are  made  from  Kemi  Test 
Metal,  insuring  the  highest  grade  cast  iron  put  in  any  stove. 
The  fire  boxes  are  made  large  and  roomy  and  are  correctly 
proportioned  to  hold  fire  for  a  long  time.   The  ovens  are 
full  sized,  made  square  and  will  bake  quicker,  more  evenly 
and  with  less  fuel  than  the  ovens  in  any  other  ranges. 
These  are  actual  facts  that  thousands  have  proven  to  their 
own  satisfaction  and  that  you  will  find  to  be  true  if  you 
place  a  *****  *  Range  in  your  kitchen. 

Can  you  hesitate  between  a  *****  *  Range  and  the 
others  when  you  consider  the  above  facts  and  that  you  actu- 
ally save  money  on  fuel  and  repair  bills  by  using  a  *  *  *  *? 
Can  you  hesitate  about  paying  a  few  dollars  more  for  a 
******  Range  in  preference  to  a  cheaper  stove  when  a 
******  will  last  a  lifetime.,  will  always  be  ready  for 
service  and  will  cause  you  no  trouble  or  expense  later? 
When  you  think  these  questions  over  fully  we  believe  you'll 
agree  the  ■•■♦♦♦•♦ig  the  range  you  should  buy. 

Yours  truly, 


[282] 


:'y^<f^^^'^;^\^>'/.^^"'-/.^A^^.^-■^^'^/l■;y";'|^^"'X^':^.\^^';y.^^'^/^^^7/',■\"7;IK^^^^ 


i"  II  !'■    II  iVn'  i1'  aX- II  l^tJIIiiJI i-jjl  J'li 


'.^^j^:. 


L.  Adler,  Brothers  &  Co 


MAKERS  OF 


ADLER   CLOTHES 


?'y?;?'!ry^'''^r^'''?^T''-'i?'LT"'^'w 


^,^\.^.<t.y^.^<,^^.J^^. 


<D   eOROER    NO.    1341 
:   PRINTIKC   COMPANY 


Rochester,  N.  Y. 


Dear  Sir: 

When  Labor  Day  arrives  -  when  your  fall  selling  season 
has  opened  -  you're  going  to  be  mighty  sorry  if  you've 
neglected  to  send  out  Style  Books. 

Perhaps  you  don't  value  these  books  very  highly.  Per- 
haps you  believe  your  business  will  be  as  big  without  them. 
Please  don't  think  so. 

Our  Style  Books  help  sell  clothes,  and  we  can  prove  it. 
We  have  customers  who  have  gone  without  them  one  season  and 
thereby  lost  business. 

Your  competitors  use  Style  Books,  and  doubtless  send 
them  to  your  customers.  S'^^^2^_^^l2S^J^^_SS^^-l2l'k'^'&-^'£S^ 

Now,  we  don't  doubt  that  you're  going  to  use  Style  Books 
this  season  -  our  knowledge  of  your  good  judgment  gives  us 
this  confidence.  But  the  time  is  getting  late. 

We're  in  earnest.  We  JgK)W__that__our_Stjrle_Book3_are 
business  getters  and  business  keepers.   So  please  don't  hold 
up  the  enclosed  order-blank  a  minute  longer  than  is  necessary. 

Very  sincerely  yours, 


[283] 


w 


The  Michigan  Stove  Company 


Sttr^r^C^r'™'"'"  MANUFACTURERS      OF      THE       CELEBRATED 

The  World's  Best    'Varlatid''  Stovcs  Qtid  Ratiges 


LARGEST  AND  MOST  WIDELY  KNOWN  MANUFACTURERS  OF  HIGH  GRADE  STOVES  AND  RANGES  IN  THE  WORLD 


SET   IN    MEMBERS   OF  THE    CLEARFACE    FAMILY        STRAND    BORDER 
AMERICAN   TYPE    FOUNDERS    COMPANY 


Detroit,  Mich. 


Dear  Sir:- 

We  take  pleasure  in  forwarding  to  you  descriptive  stove 
literature  and  our  booklet  entitled  "The  Only  Safe  Way  to 
Buy  Stoves  and  Ranges." 

When  you  have  read  this  interesting  story,  we  believe 
you  will  realize  that  the  disadvantages  of  buying  stoves  by 
mail  order  far  outweigh  any  seeming  advantages.   You  will 
realize  that,  in  the  end,  it  pays  in  c_ash_t_j3ojwejUj3jT_ce_,  .  and 
satisfaction  to  buy  stoves  from  your  local  deaTer. 

'(Ys  are  particularly  anxious  that  you  see  our  ♦  *  *  *  * 
Stoves,  Heaters  and  Ranges  before  you  make  a  selection.  No 
matter  what  style  you  wish  you  will  find  it  in  the  *  ♦  •  *  • 
line  and  you  can  be  certain  of  £2™S'^^I}l_^2'Jtl2r®°^^°i}  ^"^^ 
reasonable  prices. 

Our  dealer  ******  will  be  pleased  to  show  you  any- 
thing in  our  line  and  explain  the  many  valuable  advantages 
and  exclusive  features  of  the  ******  construction.  You 
will  find  an  excellent  assortment  of  all  styles. 

Won't  you  please  call  just  as  soon  as  you  can  and  look 
at  them? 

You  need  feel  under  no  obligation  to  buy.   Simply  go 
and  look  at  them.   If  you  can  not  get  just  what  you  want  in 
quality7  style,  and  price,  don't  choose  a  *****  *.  You 
will  be  nothing  out  for  making  an  investigation. 

On  the  other  hand,  if  your  dealer  shows  you  a  *  *  *  *  * 
Stove  or  Range  that  suits  you,  you  may  depend  upon  it  that 
he  will  extend  to  you  every  accommodation  that  the  most  lib- 
eral mail  order  house  would.   He  will  do  some  things  for  you 
that  mail  order  houses  canjt  do.   He  will  deliver  your  stove 
polished  and  clean.   If  you  do  not  live  too  far  from  his 
store,  he  will  haul  it  to  your  house  and  set  it  up  for  you 
free  of  charge.   And  he  will  give  you  a  guarantee,"  not  of  30 
days  satisfaction,  but  of  Ee™a:fie?ll  satisfaction. 

Trusting  this  may  be  of  help  to  you  in  selecting  the 
best  stove  for  your  needs,  we  are. 

Yours  faithfully. 


[284] 


tepfjen  -$.  Whitman  ^  ^on 

MANUFACTURERS  OF  SPECIALTIES 

Confections,  Chocolate  and  Cocoa 


lie  Address  "Dragon' 


411-421  RACE  STREET 

N.  E.  COR.  LAWRENCE  AND  RACE  STREETS 


PI)iIaDeIpt)ia,  pa. 


N   NEW   CASLON.    NEW    CASION    ITALIC   AND   CASLON   TEXT 
CM   CAST  SQUARES        ART-TILE   TINT   FORMERS 
(CAN   TTPE   FOUNDERS   COMPANV 


Dear  Sir:- 

You  protably  know  how  successful  our  sales  agencies 
have  heen  In  your  state.  We  are  now  establishing  agencies 
in  every  town  where  we  are  not  already  represented  and  your 
store  we  believe  is  qualified  to  make  a  great  success  of 
the  sale  of  *****  *  Chocolates  and  Confections  in  your 
locality.  We  Er2i2£i_2^Hl}_S££2i •  *®  supply  our_agents 
onl^  with  our  package s7~di re ct~from  the  factory7~by  freight 
£rl~E--ES_EI£E5i5 •  ^®  ^°  "°^  sell  our  packages  to  jobbers, 
thus'we^are  able~to  protect  our  agents  against  competition 
and  price  cutting  on  our  own  goods. 

As  you  know,  this  agency  is  very  valuable  because  of 
the  demand  existing  among  the  best  people  for  *♦♦♦**, 
a  demand  that  has  increased  tenfold  within  the  last  two 
years,  and  is  still  increasing. 

Not  only  has  our  advertising  in  the  leading  magazines 
helped  the  sale  of  our  packages  everywhere,  but  our  adver- 
tising by  mail  to  the  druggist's  own  customers  and  neighbors 
has  built  up  business  for  our  agents  in  a  way  that  is  very 
gratifying. 

If  you  are  interested  in  increasing  your  candy  trade — 
and  2. °?llE£.^AL^ JJ- — ^®  would  like  to  hear  from  you.   If  we 
have~Ju"dged~corFeotly  that  you  can  take  care  of  the  fine 
trade  of  your  community  we  can  offer  you  goods  and  service 
which,  with  the  co-operation  of  our  advertising  department, 
will  greatly  increase  your  hold  on  this  class  of  trade. 

We  must  be  represented  in  your  locality  as  soon  as 
possible  and  would  thank  you  for  a  line  by  return  mail  on 
the  enclosed  postal  letting  us  know  if  you  are  interested. 
If  you  are,  we  will  send  you  full  details  of  the  **♦••♦ 
agency  plan,  prices  and  prints  showing  our  packages  in  their 
true  colors,  samples  of  the  advertising  that  has  been  so 
successful  for  our  agents,  etc. 

Yours  truly, 


10 


[285] 


COLUMBIA  PHONOGRAPH  COMPANY 


Columbia  Grafonolas,  Disc  and 
Cylinder  Graphophones 


STORES  IN  ALL  PRINCIPAL  CITIES 


TRIBUNE  BUILDING 

New  York  City 


SET   IN   CLCARFACE   AND   CLEARFACE   ITALPC 

STRATHMO«E   ORNAMENT 

AMERICAN   TYPE   FOUNDERS   COMPANV 


Dear  Sir:- 

The  average  sale  is  a  fall-down 

On  the  part  of  the  man  who  made  it. 

For  he's  supposed  to  be  a  salesman  and  he  proves  to  be 
nothing  bigger  than  a  clerk. 

There !s  a  heap  of  difference. 

Any  respectable  citizen  can  take  orders. 

It  takes  a  salesman  to  sell  goods. 

The  man  who  sees  the  customer  comirrg  while  still  a 
great  way  off,  who  meets  him  more  than  half  way,  treats  hiro 
courteously,  takes  his  order,  hands  him  his  change,  and 
says  "thank  you"  -  call  him  a  salesman?  Not  by  seven  miles 
and  back  again.   He  may  be  a  gentleman  and  a  scholar  and  a 
good  judge  of  clothes,  but  he's  no  more  a  salesman  than  his 
aunt's  an  uncle. 

It  is  a  salesman's  business  -  and  pleasure  -  to  do 
exactly  what  the  clerk  does  and  then  multiply  it  by  two  or 
four  or  six  or  a  barrel-full,  and  do  it  while  the  customer 
waits. 

And  it  isn't  half  as  hard  as  it  looks  to  the  man  who 
never  tried  it  more  than  one  consecutive  time. 


[286] 


i  

EDWARD  D.  EASTON,  PresidenI  GEO.  W.  LYLE,  General  Manager  MARION  DORIAN,  Treasurer  C.  W.  WODDIOP,  See's  and  Ass'l  Treas. 

Columbia  Phonograph  Company 

COLUMBIA  GRAFONOLAS,  DISC  AND  CYLINDER  GRAPHOPHONES 


STORES  IN  ALL  PRINCIPAL  CITIES 
DEALERS  EVERYWHERE 


■CONDENSED   WlhCHELL        STRATHMORC   OR 

SflETON   CAST   &OUARES 
!*N   TY^E   FOUNDERS   COMPANV 


Cable  Address  "COLPHO"  New  York 
Telephone  Connection 


TRIBUNE  BUILDING 


New  York  City 


-2- 


When  a  mewi  has  teen  persuaded  to  the  point  of  reaching 
down  into  a  deep  pocket  for  money,  all  the  hard  work  is 
done.   The  demand  is  created,  the  advertising  has  taken 
effect,  the  store  window  has  done  its  part,  the  goods  have 
proved  acceptable,  you've  made  connections,  you've  gotten 
acquainted,  you're  on  intimate  speaking  terras  -  and  you  have 
more  goods  and  other  goods  to  sell.   If  you  let  your  man  go 
away  v/ithout  selling  him  more  than  he  intended  to  buy,  you. 
are  slipping  up  on  your  job  almost  every  time. 

Don't  forget  for  a  minute  that  whatever  he  may  say,  the 
average  man  wants  to  be  solicited.  Not  pestered  -  but  he 
likes  to  see  that  his  patronage  is  as  valuable  as  you  know 
well  enough  it  really  is.   Sometimes  a  customer  will  go 
home  and  realize  with  surprise  that  he  bought  more  than  he 
intended  to  -  but  next  tine  he  forgets  everything  except  that 
he  did  get  waited  on  and  attended  to  and  had  his  patronage 
asked  for. 

Double  up  your  sales!   You  can  do  it  just  as  easily  as 
you  can  get  a  transfer  on  a  trolley. 

Yours  truly. 


[287] 


Burroughs  Adding  Machine  Company 


GENERAt.    OFFICES     AND     FACTORY 


CABl-E    ADDRESS 

"BURAD"     DETROIT 
"additive"     LONDON 


SET  IN   BLAIR  AND  LIGHT  LITHO 
AMERICAN  TYPE  FOUNDERS  COMPANY 


Detroit,  Michigan,  U.  S.  A.  L"7:,vaT.'Ioo'.'s"u'J: 


Dear  Sir:- 

We  would  like  very  much  for  you  to  become  familiar 
with  the  uses  of  the  ♦*♦♦**  Machine,  even  though  you 
may  not  seriously  contemplate  purchasing  at  the  present  time. 
Just  now  we  have  a  very  good  opportunity  to  arrange  it  so 
that  you  can  do  this  if  you  wish.   Several  of  our  demon- 
strating machines  are  now  in  your  vicinity  and  will  not  be 
in  use  for  a  little  while  and,  if  agreeable,  we  will  have 
one  of  them  delivered  to  you,  as  we  would  much  prefer  that 
it  be  in  use  rather  than  standing  in  the  shipping  case. 
Our  representative  will  then  take  pleasure  in  dropping  in 
on  you  sometime  when  he  is  near,  and  explaining  the  uses  in 
detail,  after  which  you  can  make  free  use  of  it  until  we 
require  the  machine  elsewhere.  You  will  in  this  way  be 
better  able  to  Judge  as  to  whether  the  machine  will  ever  be 
an  economy  for  you  in  your  work. 

Should  you  feel  any  hesitancy  about  doing  this,  we 
want  to  explain  that  the  machine  will  be  entirely  at  our 
expense  and  risk  -  fire  or  otherwise  -  while  with  you;  and 
your  using  it  will  not  obligate  you  in  any  way. 

We  will  very  much  appreciate  your  favorable  reply 
under  the  enclosed  stamped  cover. 

Yours  very  truly, 


[288] 


'.JH.. 


nampgfjire  Qaper  Gompanp 

I 

^ourt)  ^ablcp  Jf alls; »  JWasfsiactjusiettsf 

■  'iM  &tiitioner|>  department 

r  IM  CLOISTtR   BLACK       MISSAL  INITIALS  Sflttb  |f 

tLlAN  BANDS       CHAP-BOOK  GUIDONS  J 


-EfllCAN   TYPE   FOUNDERS   COMPANY 


Dear  Sir:- 

It  is  your  problem  to  produce  printed  matter  capable  of 
conveying  your  ideas  or  arguments  to  others  without  loss  in 
the  transmission. 

Rare  .wine  from  a  tin  cup  would  lose  its  charm.  Telling 
thoughts  delivered  by  a  poor  orator  lose  their  effectiveness. 
In  all  times  influence  has  been  Just  as  potent  as  argument. 

That  ♦***♦•  Bond  Covers  will  help  to  influence 
those  who  read  your  arguments  has  been  pretty  definitely 
settled  -  still  that  is  left  to  your  judgment. 

When  a  man  buys  a  page  of  magazine  space  the  circula- 
tion governs  the  price.  When  a  man  buys  printing  and  paper, 
too  often  nothing  governs  the  price  but  the  price  itself. 
It  is  what  a  piece  of  printed  matter  does,  not  what  it  costs, 
that  establishes  its  true  value. 

If  you  decide  to  use  ♦*♦***  Bond  Cover  and  your 
printer  seems  to  have  any  difficulty  in  securing  it,  will 
you  kindly  write  us. 

Yours  very  truly, 


[289] 


f 


Hampshire  Paper  Company 


MANUFACTURERS   OF   THE   CELEBRATED 

g  OLD  HAMPSHIRE  BOND 


■■■r .■■.■i.yi.-,'i., ■■.■ivi..'ivivivi','r,'i'.'ivivp.'ivi'.'ivi .■<viv'i^'ivivi^'ivivivivivivr.-rnm--m-!7vn'rvivivri'lVIVIVIVlVIVlVIYIVIVIVlYlvrvmviw-irnvrmrv^ 


S.B.  GRIFFIN,  Pres. 
W.  D.JUDD.Treas. 


South  Hadley  Falls,  Mass. 


SET   IN    DELLA   ROBBI*        DELLA    ROBBIA    BORDER 
L1TH0T0NE   BRASS   RULE        STRATHMORE   ORNAMEN 
AMERICAN   TYPE   FOUNDERS    COMPANY 


Dear  Uir;- 

Wa  have  your  favor  of  the  1st  inst.,  and  as  requested, 
are  sending,  under  separate  cover,  a  sample  hook  of  *  ♦  ♦  *  * 
Bond.  While  the  paper  must  prove  its  own  hest  advocate,  we 
suggest  that:- 

We  can  make  no  attempt  to  compete  with  ordinary  bonds 
on  first  cost.   Our  claims  for  your  consideration  are  hased 
entirely  upon  final  results. 

The  value  of  *****  *  Bond  lies  not  so  much  in  the 
keen  personal  satisfaction  you  will  find  in  using  the  clean, 
crisp  sheets,  as  in  the  influence  the  paper  adds  to  the 
messages  it  carries. 

Modern  business  is  done  by  letter.   Stationery  that  was 
considered  good  four,  three,  or  even  two  years  ago  does  not 
measure  up  to  tho  standard  of  to-day.  Letters  and  litera- 
ture claim  our  attention  on  all  sides,  and  if  they  are  to 
step  out  from  the  mass,  they  must  stamp  the  individuality  of 
the  writer.   *•*♦•*  Bond  invariably  bespeaks  consider- 
ation -  it  prohibits  the  waste-basket  habit,  so  to  speak.  . 

V/o  suggest  that  you  fill  out  one  of  the  enclosed  esti- 
mate blanks  and  mail  it  to  your  printer  or  lithographer.   If 
then,  you  havo  any  trouble  in  securing  either  paper  or 
envelopes,  ploano  advise  us  and  we  will  see  that  the  diffi- 
culty is  rcLiovcd. 

Yours  very  truly, 


[290] 


Hampshire  Paper  Company 


FINE  STATIONERY  DEPARTMENT 


i^^Esr 


N   9TRATMM0RE   OUDSTVLE        GRAY   BORDER    NO.    2 
(CAN  TVPE   FOUNDERS   COMPANY 


South  Hadley  Falls,  Mass. 


Dear  Sir:- 

On  the  assumption  that  you  will  be  interested  in  a  note 
paper  distinctly  for  men,  we  take  pleasure  in  enclosing  a 
small  portfolio  describing  ******  stationery. 

There  are  certain  distinctions  recognized  by  men  of 
culture  and  refinement  that,  however  finely  drawn  in  the 
beginning,  have,  through  long  usage,  becomo  arbitrary.   For 
instance,  no  man  would  think  of  wearing  other  than  white 
linen  with  his  evening  clothes.  With  stationery,  men  have 
invariably  left  the  papers  of  soft  texture,  the  tinted 
papers,  and  the  linen  or  fabric  finished  papers  to  the  use 
of  the  ladies.   And  the  distinction  here  is  not  without 
foundation,  for  such  papers  are  effeminate. 

On  the  contrary,  the  crisp,  clean  sheets  of  *****  * 
Stationery  have  a  masculine  strength,  dignity  and  quietness 
that  suggest  the  gentleman  who  is  also  a  man.  We  believe 
that  you  will  find  a  marked  pleasure  in  using  *****  *j 
and  that  you  will  wish  to  add  your  name  to  the  list  of  its 
users  -  a  clientele  of  whom  vie   feol  justly  proud. 

It  will  be  more  convenient  for  you  to  purchase  the 
stationery  of  your  local  dealer,  but  if  you  should  have  the 
least  difficulty,  v;e  will  supply  you  at  the  prices  in  the 
portfolio,  prepaying  the  carriage. 

Yours  very  truly. 


[291] 


HELTEN* 
H   TYPE    F 


Barrister  Publishing  Co. 

250  West  54th  Street 
New  York  Cit\) 


Dear  Sir:- 

This  is  frankly  a  brief  for  newspaper  advertising. 

The  daily  newspaper  is  not  the  most  effective  adver- 
tising medium  for  all  purposes.  Por  reaching  the  manufact- 
urer, a  trade  magazine  often  is  superior.   For  reaching 
certain  closely  restricted  classes  of  retailers,  circular- 
ization  is  an  excGllent  method. 

But  fbr   reaching  the  large  general  body  of  the  "Ulti- 
mate Consumers,"  there  is  no  medium  even  to  rival  the  news- 
paper. 

This  is  true  because  to  interest,  to  convince,  and  to 
compel  response  from  the  ultimate  consumers,  their  attention 
must  first  be  caught  and  then  fixed  by  constant  reminder  and 
repetition.  This  can  be  done  only  through  the  newspaper, 
for  the  public  has  become  accustomed  to  consult  the  advsr- 
tising  columns  of  the  newspaper,  v/hioh  is  the  universal  and 
natural  medium  for  announcements  regarding  articles  of  daily 
and  frequent  need. 

This  Association  of  newspapers  will  be  glad  to  give  you 
information  about  the  value  of  tho  right  kind  of  newspaper 
advertising.  Are  you  sufficiently  interested  to  ask  that  we 
send  it?  Do  you  wish  to  have  our  representative  call? 

Perhaps  you  believe  that  the  cost  of  general  adver- 
tising in  the  newspapers  would  be  prohibitive.  We  may  be 
able  to  explain  the  "limited  section"'  method. 

■  Very  truly, 


[292] 


ESKAY'S  ALBUMENIZED  FOOD 


The  Food  That  Nourishes  from  Infancy  to  Old  Age 
The  ^deal  Food  for  Infants,  Invalids  and  Dyspeptics 


Smith,  Kline  &  French  Co. 


IN  CENTURY  OLDSTVLE   BOUD        OLD   ENGLISH    BORDEO 
»ICAN   TYPE   rOUNOERS   COMPANY 


429-35  Arch  Street 

Philadelphia,  Pa. 


Dear  Madeim: 

By  this  mail  we  send  you  a  sample  of  *****  ♦  Food 
for  trial,  and  feel  confident  that  your  experience  will  be 
as  satisfactory  as  others  have  reported. 

The  ingredients  of  *****  ♦  Food  are  combined  in 
such  a  way  as  to  give  the  proportion  of  animal  and  vegetable 
matter  which  the  highest  authorities  claim, the  Infant  needs 
for  its  healthy  nourishment  and  development.  Nursing  mothers 
will  find  it  imparts  strength  and  tone  to  the  system,  and 
increases  and  improves  the  supply  of  milk.   *•♦*'**  pood 
will  be  retained  by  the  most  delicate  and  rebellious  stomach 
when  all  else  is  rejected. 

******  FOOD  MUST  BE  BOILED.   This  is  no  more  trou- 
ble than  the  boiling  of  water;  which  every  one  recognizes  as 
very  important  in  infant  feeding,  because  in  many  places 
the  water  Is  so  liable  to  contg,in  impurities.  The  boiling 
need  be  done  only  once  in  twenty-four  hours  when  prepared 
according  to  our  directions.   It  is  equally  important  to 
destroy  the  germs  found  in  cow's  milk,  which  frequently 
gives  rise  to  sickness  in  infants.   This  is  accomplished, 
when  the  milk  is  added  to  *****  *  Food  when  boiling  in 
accordance  with  latest  directions. 

******  Food  costs  you  about  half  the  price  of 
other  foods,  and  is  sold  by  druggists  in  Trial  Size,  25 
cents;  Medium  Size,  50  cents;  Large  Size,  75  cents;  and 
Family  Size  (holding  four  times  the  quantity  of  the  Large 
Si7;G),  $2.50. 

We  shall  appreciate  the  receipt  of  a  letter  from  you 
relating  your  experience,  after  you  have  given  it  a  thorough 
trial. 

If  you  are  interested,  we  shall  be  glad,  upon  applica- 
tion, to  mail  you  our  little  book  "How  to  Care  for  the  Baby." 

Yours  very  truly. 


[293] 


THE    FOOD   THAT   NOURISHES    FROM    INFANCY   TO   OLD   AGE 


THE    IDEAL   FOOD   FOR    INFANTS,  INVALIDS   AND    DYSPEF 


DEPARTMENT 

SMITH,  KLINE  &  FRENCH   COMPANY 

CANAL  AND  POPLAR  STREETS 


»Jniladelpnia^  *Ja/. 


SET  IN  TYPO  UPRIGHT  BOLD  AND  TVPO  GOTHIC 
AMERICAN  TYPE  FOUNDERS  COMPANY 


Dear  Madam :- 

We  shall  be  glad  to  have  you  advise  us  whether  you 
received  the  sample  of  *****  *  Pood  mailed  you  a  few 
days  ago,  and  have  given  it  a  trial. 

You  are,  of  course,  aware  that  it  is  of  the  utmost  im- 
portance to  select  the  iDest  food  obtainable  with  which  to 
feed  the  baby  if  mother's  railk  be  insufficient  or  lacking 
in  quality.   The  very  favorable  letters  received  from  phy- 
sicians,, and  also  mothers,  who  have  used  ******  pood 
makes  us  confident  that  their  experience  has  proven  satis- 
factory. 

Not  only  does  ******  pood  contain  all  the  elements 
necessary  for  perfect  nutrition,  animal  and  vegetable  ingre- 
dients for  infants,  but  the  strength-supplying  constituents 
found  in  this  Pood  make  it  the  most  desirable  diet  for  adult 
convalescents,  dyspeptics,  and  all  those  suffering  from  any 
form  of  irritability  of  the  stomach. 

The  composition  of  *****  *  Pood  (the  addition  of 
hens'  oggs  to  cereals)  must  necessarily  commend  itself  to 
the  intelligent  i;tudent  of  infant  as  well  as  adult  diet, 
and  many  have  found  the  happiest  results  from  its  use. 
Three  things  commend  it:-its  composition,,  its  palatability 
an>l  its  low  cost. 

It  is  strongly  recommended  by  physicians  as  a  substi- 
tute for  tea  or  coffee  because  it  strengthens  without  any 
■harmful  effects.   A  cup  of  *****  *  Pood  taken  hot -before 
retiring,  insures  refreshing  sleep. 

If  you  desire  any  further  information  about  ****** 
Pood,  v/rite  us,  giving  full  particulars,  and  we  shall  be 
pleased  to  give  your  letter  our  prompt  and  careful  attention. 

Hoping  to  hear  from  you  we  remain. 

Yours  truly. 


[294] 


[aRRYN.   SHERMAN,  President  B.F.  GILBERT,  TreasuRCB 

Mational  Securities  Company 

50  State  Street 


Boston,  Mass. 


r  IN  COMSTOCK   CONDENSED   AND   BLAIR 
lERICAN  TYPE   FOUNDERS   COMPANY 


Dear  Sir;- 

The  number  of  safe  deposit  boxes  rented  in  our  new 
building  on  *  *  ♦  *  *  ♦Street  since  December  is  gratifying 
proof  that  those  who  visited  our  armor-plate  vault  during 
the  week  of  inspection  were  impressed  by  the  security,  the 
convenience  and  the  comfort  afforded  patrons  in  this  depart- 
ment. 

Many  of  these  new  customers  were  people  without  safe- 
deposit  boxes,  who  had  never  before  realized  the  tremendous 
safeguards  provided  for  valuables  in  a  modern  safe  deposit 
vault.   Others,  renters  of  boxes  in  other  parts  of  the  city, 
were  influenced  not  only  by  the  security  afforded,  but  by  the 
light,  attractive  quarters,  the  comfortable  and  convenient 
private  rooms  and  the  unusually  accessible  location  of  the 
building. 

Whether  you  have  stocks  or  bonds  to  protect,  you  have 
at  home  or  in  your  office  papers  and  valuables  -which,  if 
lost  or  damaged,  could  be  replaced  only  at  great  inconven- 
ience and  by  the  expenditure  of  time  and  money.  Their 
safety  is  a  matter  for  serious  consideration.  Wouldn't  it 
be  worth  the  cost  of  a  safe  deposit  box  to  know  that  these 
things  were  secure  beyond  any  possible  loss  or  damage  from 
theft,  fire  or  flood? 

We  offer  you  absolutely  modern  safe  deposit  vaults  at 
our  *♦♦*•♦  buildings.  One  of  these  offices  is  sure 
to  be  conveniently  accessible,  and  we  shall  welcome  your 
inspection  of  the  facilities  provided. 

Very  truly  yours. 


[295] 


J      F     DOWNS,    President  JAMES     E.    DO  W  N  I  N  G  ,  Cab  hie 

I.   J      BURR.    Vice-President  *  JOHN    F.    DALE,    Asst.   Cashic 

First  National  Bank 

Augusta,  Missouri 


SET   IN   SRANDON  AND  BRANDON  GOTHIC 
AMERICAN  TYPE   FOUNDERS   COMPANY 


Dear  Sir:- 

One  hundred  years  from  to-day,  there  will  probably  not 
be  one  hundred  persons  who  are  now  alive,  still  breathing 
the  breath  of  life. 

But  if  you  take  a  valuable  paper,  to-day,  and  lock  it 
in  a  Box  in  our  Safe  Deposit  Vault,  it  may  easily  remain 
safe  and  undisturbed  for  centuries  to  come. 

It  is  built  stronger  and  with  more  time-defying  devices 
than  many  structures  that  have  stood  for  thousands  of  years. 

It  is  built  not  only  to  defy  time  but  fire,  thieves  and 
accident.   It  is  a  rock-bound,  steel-bound  fortress. 

All  of  its  strength  and  safety  you  can  make  use  of  by 
the  rental  of  a  Box  for  a  trifling  sum  per  year. 

It  offers  you  the  cheapest  insurance  known. 

For  valuable  papers,  securities  and  documents,  it  in- 
sures against  fire,  theft  and  accident. 

Its  service  is  worth  a  great  deal,  but  costs  very 
little. 

K   Box  can  be  opened  only  by  yourself  or  those  to  whom 
you  give  permission,  and  it  is  accessible  at  all  times  dur- 
ing business  hours. 

Let  us  show  you  the  great  convenience  and  use  of  this 
modern  fortress  and  stronghold. 

Very  truly  yours, 


[296] 


The  National  Securities  Company 


HARRY  N.  SHERMAN 
President 


B.  F.  GILBERT 
Treasurer 


TENHAM   WIDE   AND   CHELTENHAM    ITALIC 

(TILE  ORNAMENTS 

,CAN   TPE   FOUNDERS   COMPANY 


50  State  Street 

Boston,  Mass. 


Dear  Sir:- 

In  the  ordinary  course  of  events,  nearly  everything 
that  man  possesses  is  eventually  lost  through  accident,  de- 
struction or  neglect. 

It  is  only  possible  to  preserve  valued  things  by  the 
greatest  care  and  precaution. 

In  raodorn  life,  however,  a  way  has  been  evolved  by 
which  valuable  things  may  be  preserved  indefinitely  without 
fear  of  loss. 

That  way  is  by  the  use  of  the  modem  Safe  Deposit  Vault. 

Built  of  solid  masonry,  concrete  and  steel,  equipped 
with  tlmelocks  and  the  most  ingenious  devices  to  guard  its 
contents,  it  defies  fire  and  thieves  and  accident  for  gener- 
ations and  even  centuries. 

No  one  who  possesses  securities, -valuables  or  valuable 
papers  worth  preserving  is  just  to  himself  who  fails  to  take 
advantage  of  this  modern  means  of  safety  and  security. 

We  say  this  as  a  preliminary  to  the  statement  that  this 
Bank  offers  you  the  security  of  one  of  the  best  modern  Safe 
Deposit  Vaults,  equipped  with  every  device  to  make  it  secure. 

You  can  rent  a  Box,  largo  or  small,  for  a  trifling  sum, 
compared  with  the  service  it  renders  you,  and  although  the 
construction  of  the  vault  cost  a  moderate  fortune,  you  can 
have  practically  the  same  use  of  it  as  if  you  owned  it  all. 
With  your  own  private  key  to  your  Box,  inaccessible  to  any 
one  else,  the  door  is  open  to  you  at  any  time  during  business 
hours. 

We  will  be  very  happy  at  any  time  to  show  you  our  Vault 
and  its  accommodations,  and  to  explain  to  you  how  useful  you 
will  find  it. 

Yours  very  truly, 


[297] 


3\J- 


®i|0  lUxtmmatmg  Wi^tath 


IP 
§ 


OJU 


DD 


DD 


983  Clark  street,  Ollfiraga 


DD 


I 


A  ii3antt?ly  journal  of  Scientific  iUuniinati 


SET   IN    ENGRAVERS   OLD   ENGLISH    BOLD        VERSATILE   ORNAMENTS 
ART-TILES   ANO   OUTLINE   ART-TILES        CHAP   BOOK   GUIDONS 
AMERICAN    TYPE    FOUNDERS   COMPANV 


Dear  Sir:- 

How  often  have  you  said  to  your  sales  staff:  "Stick 
closely  where  the  orders  come  from." 

Most  of  them  come  directly  or  indirectly  through  archi- 
tects.  If  more  of  them  would  specify  your  goods  the  year 
round,  what  a  fine  showing  for  your  sales  account! 

To  have  your  men  in  every  architect's  office  long 
enough,  often  enough,  and  just  at  the  right  time,  is  impos- 
sible. 

But  you  can  do  "Better.   You  can  talk  to  every  architect 
and  always  at  the  right^ime.   While  "incubating."  a  proposed 
building,  he  looks  for ^suggestions  in  "The  ****♦*«, 
particularly  in  our  Apartment  House  number. 

It  gives  him  ideas  he  can  use  for  mansion  or  cottage. 
It  shows  him  masterstrokes  in  space  utilization,  conven- 
iences and  bui'-ilng  methods.   He  provedly  consults  the  ad- 
vertising section,  too.   Talk  to  him  thoj::e. 

Can  you  impress  so  many  architects  so  opportunely,  so 
effectively,  so  economically  in  any  other  way? 

Isn't  this  opportunity  too  valuable  to  miss?  Let  us 
explain  what  a  sales  auxiliary  our  service  is  to  you. 

"Listen"  to  the  enclosed  card  --before  the  forms  close 
for  this  issue,  Nov.  *   *   *   *   *   *^    the  most  important  number 
of  the  year.   If  you  send  the  card  now,  you  won't  forget 
about  it  and  you  get  this  sales-information  by  return  mail. 

Very  truly  yours. 


[298] 


Paintmakers,  Varnisfimakers  and  Colormakers 


BOSTON 


NEW  YORK 


CHICAGO 


KANSAS  CITT 


DAYTON 


DD 


CHAUCER   TEXT   AND   BEWICK   ROMAN 
fOWe   BOBOEB        MISSION   TOY 
CAN   TYPE   FOUNDERS   COMPANY 


JDa^tott,  <$liio 


Dear  Sir:- 


ir., 


The  time  for  painting  and  repainting  is  fast  approach- 
and  you  should  read  up  on  paints  -  so  that  you  can  talk 


intelligently  with  your  painter.   In  doing  this  you  will 
save  PAINT  MISTAICE3  and  DOLLARS.  .Tho  cost  and  quality  of 
paint  cannot  "be  judged  by  seeing  it  in  the  can.   It  must  be 
spread  on  the  surface  and  then  wait  to  see  how  long  it  will 
v/ear. 


You  need  not  take  chances  -  on  paint  failures 
our  book,  "Attractive  Homes";  you  will 
results  at  the  least  cost  per  years  of 
your  city  painted  with  "High  Standard" 


Read 
then  get  the  best 
wear.   See  houses  in 
Liquid  Paint,  then 


you  can  tell  about  the  wearing  and  the  colors.  Most  painters 
want  you  to  know  about  paint  and  see  homes  which  they  have 
painted  -  you  will  then  appreciate  their  work. 

"HIGH  STAKDARD"  Paint  is  best  for  the  exterior  of  your 
house.   It  covers  most,  spreads  farthest,  wears  best  and 
costs  less  per  number  of  years  of  wear,  ^fhen   it  begins  to 
show  wear,  after  years  of  service,  the  surface  will  be  in 
good  condition  for  repainting  -  saving  you  money  and  trouble 
-  a  thing  cheap  paint  .will  not  do. 

"MELLOTONE"  is  the  durable,  washable  flat  finish  for 
wcills,  ceilings  and  woodwork  of  any  room.  It  has  sixteen 
'  :its  "soft  as  the  rainbov/." 

"■t/ERNICOL  STAIN  -  stains  and  varnishes  at  the  same 
operation  -  excellent  for  floors,  v/oodwork  and  furniture. 

We  also  call  your  attention  to  our  Concrete  and  Cement 
Coating,  Elastic  Cement  Floor  Finishes,  Hard  Drying  Floor 
Paint,  etc.,  for  special  uses. 

Procure  a  copy  of  "Attractive  Homes,"  with  color  cards, 
(free)  and  obtain  your  paint  requirements  from 

Yours  truly, 


[299] 


Successful  Farming 

SUCCESSFUL  FARMING  PUBLISHING  COMPANY 


E.  T.  MEREDITH,  Publisher 


Des  Moines,  Iowa 


SET  IN  MEMBERS  OF  THE  CHELTENHAM  F*MI 
CHELTENHAM  eOROER  MONOTONE  BORDER 
AMERICAN    TYPE    FOUNDERS   COMPANY 


Dear  Sir: 

There  are  certain  things  you  ought  to  consider  very 
carefully  in  making  up  a  list  of  publications  in  which  to 
place  your  advertisemont. 

First  -  comes  the  question  of  the  kind  of  people  the 
publication  reaches.   Since  ♦  ♦  *  *  ♦  *  pays  more  for  its 
editorial  matter  in  one  issue  than  the  average  farm  paper 
pays  in  a  year  and  since  it  is  printed  on  Tsetter  paper  stock 
than  other  farm  papers  use,  it  is  fair  to  asssumo  that  it 
must  go  to  the  best  farmers.   This  is  verified  by  the  expe- 
rience of  advertisers  who  have  used  it  and  continue  to  use 
it  month  after  month  and  year  after  year. 

Next  ooraos  the  volume  of  circulation.   *«»♦♦♦. 
reaches  more  farm  homos  in  "THE  GREAT  WEALTH-PRODUCING  HEART 
OF  THE  COUNTRY"  than  are  reached  by  a  dozen  of  the  average 
farm  papers  published  in  this  territory. 

Now  let  us  analyze  that  situation.   V/e  have  on  our 
mailing  list  about  6,000  names  of  advertisers  and  advertis- 
ing agents..  Copies  that  go  to  them  are  of  no  particular 
value  to  you  or  the  average  advertiser.  Each  of  those  other 
papers  have  about  the  same  sized  advertiser's  mailing  list. 
That  means  a  waste  circulation  of  about  6,000  to  each  paper 
or  72,000  waste  circulation  if  you  use  a  dozen  small  papers; 
against  6,000  if  you  use  ••♦•♦♦. 

Then  there  is  the  question  of  duplication.  To  the  ex- 
tent of  anywhere  from  20$^  to  50$^  the  circulation  of  these 
twelve  papers  would  overlap.   That  is,  tv/o  or  more  of  them 
would  reach  the  same  people.   Each  copy  of  *  *  *  *  *  •*  goes 
to  a  different  home.   There  is  no  duplication.  • 

If  you  will  consider  these  facts  carefully  you  will  make 
use  of  the  columns  of  *****  *  beginning  with  the  next 
issue.  You  understand  that  nothing  we  have  said  above  should 
be  taken  or  construed  in  any  way  as  a  slight  to  e.ny  other 
farm  paper.  Most  of  them  are  good.   Their  advertising  space 
is  v/orth  all  they  ask  for  it.   But  wo  really  believe  you  get 
more  for  your  money  in  *****  *  than  in  any  combination 
of  papers  reaching  the  same  number  of  people. 

Your  copy  should  reaoh  us  early  in  the  month. 
Yours  very  trul.", 


[300] 


SUCCESSFUL  FARMING 

SUCCESSFUL  FARMING  PUBLISHING  COMPANY 

CIRCULATION   PROVED   BY  POST   OFFICE   RECEIPTS  OR  NO  PAY 
N.  Y.  OFFICE  150  NASSAU  ST.  j»r  CHICAGO  OFFICE  FIRST  NATL.  BANK  BLDG 


issssssssBssaasB.'ypsasasBsssssssBsssasBsssaszsssi 

MAM   BOLD   EXTRA   CONDENSED   TITLE   AND   CHELTENHAM    BOLD    CONDENSED 
JNAMCNTS        VERSATILE   ORNAMENTS        LINEAR    BORDER    NO.    2        THREE    POINT   BORDER 
t  fOUNDERS   COMPANY 


DES  MOINES,  IOWA 


Dear  Sirs:- 


Do  you  realize  that  farm  papers  in  general  have  shown 
a  much  greater  increase  in  advertising  patronage  during  the 
last  two  years  than  have  any  other  class  of  publications? 

A  very  large  percent  of  this  increase  has  come  from 
manufaoturars  who  had  previously  confined  thslr  advertising 
efforts  to  publications  circulating  largely  in  cities  and 
towns . 

*.*****  nsaches  as  many  people  as  are  reached  by 
•any  of  the  larger  general  nagazinea  of  standard  size.  These 
general  magazines  circulating  all  over  the  country  reach 
comparatively  few  farmers;  while  ******  circulation  is 
almost  exclusively  confined  to  "THE  GREAT  WSALTH-PRODUCINQ 
HEART  OP  TIIB  COUNTRY"  and  goes  to  farmers  only. 

There  is  a  vastly  larger  average  buying  power  among 
the  readers  of  *****  •  than  ajnong  the  readers  of  any 
standard  magazine. 

We  are  not  saying  this  to,  in  any  way,  discredit  the 
standard  magazines,  but  to  impress  upon  you  the  fact  that  if 
advertising  in  standard  magazines  is  profitable  in  the  face 
of  the  fact  that  a  very  large  percentage  of  their  readers 
do  not  own  their  own  homes;  then  advertising  must  be  more 
profitable  in  a  publication  like  ******  more  than  75;^ 
of  whose  readers  own  their  own  homes. 

Wo  shall  be  very  glad  to  co-operate  with  you  and  your 
advertising  agent  in  working  out  a  special  campaign  in  farm 
papers. 

We  advise  you  not  to  go  into  this  campaign,  under  any 
circumstances,  until  you  are  willing  to  make  a  special  cam-, 
paign  to  farmers.  The  campaign  that  you  are  making  to  city 
people  will  not  fit  the  farm  trade.  You  cannot  begin  with 
the  farmer  at  the  point  to  which  you  have  brought  the  city 
people.  You  must  begin  with  the  farmer  where  you  began  with 
the  city  people  and  build  up  his  trade  in  the  same  way  that 
you  have  built  up  your  city  trade. 

Yours  very  truly, 


[301] 


NEW  YORK  OFFICE,  150  Nassau  Street 


CHICAGO  OFFICE,  First  National  Bank  Building 


Successful  Farming 


Successful  Farming  Publishing  Co. 


E.  T.  MEREDITH,  Publisher 


Des  Moines,  Iowa 


SET    IN    MAC  FARLAND,    CONDENSED    MAC  FARLAND   AND    MAC   FARLAND    ITALIC 
ART   ORNAMENT        MONOTONE   BORDER 
AMERICAN   TYPE   FOUNDERS   COMPANY 


Dear  Sirs:- 

You  undoubtedly  receive  a  great  many  letters  from  pub- 
lications Goliciting  your  advertising  and  your  conclusion 
that  each  man  thinks  his  publication  is  the  only  thing  for 
you  to  use  is  perhaps  a  natural  one. 

We  want  to  say  to  you,  however,  that  we  are  positive 
that  there  are  a  large  number  of  other  farm  papers  that  are 
worth  all  the.  publishers  ask  for  advertising.  We  believe 
thoroughly  iy,  *  *  *  *  *  *^  ^u^  we  are  not  so  foolish  as  to 
believe  that  the  advertiser  would  find  it  inpcssible  to  live 
without  ******  or  without  any  other  single  publication. 

We  have  simply  tried  to  place  before  you  all  of  the 
facts  in  regard  to  *****  *.   We  have  tried  to  make  you 
understand  that  as  a  matter  of  fact  ******  (Jqqs  hold  a 
leading  place  among  all  of  the  agricultural  publications 
published  in  the  central  west  and  that  in  volume  of  adver- 
tising and  in  circulation  and  in  quality  of  editorial  matter 
it  is  the  leader. 

When  we  tell  you  that  we  refused  over  ^^^^,000  worth  of 
business  last  year,  you  can  understand  that  we  do  not  think 
******  is  fitted  for  every  advertisement  that  is  placed 
anyT.'here.  While  a  considerable  portion  of  the  advertising 
which  we  refused  was  of  an  objectionable  character,  there 
was  a  great  deal  of  it  that  was  perfectly  legitimate,  but 
which,  in  our  opinion,  would  not  have  proven  profitable  in 
******  and  we  so  advised  the  advertiser. 

We  really  believe  that  your  advertising  would  prove 
profitable,  but  we  do  not  want  to  urge  you  to  use  space  in 
*  against  your  better  judgment,  but  v/c  do  believe 
*  *  *  ought  to  appeal  to  your  judgment. 

We  have  no  desire  to  urge  you  into  the  columns  of 
*  *  *  v/ithout  your  having  taken  time  for  careful  con- 
sideration and  we  shall  be  very  glad  indeed  to  give  you  any 
information  you  desire,  at  any  time,  about  our  circulation, 
our  editorial  policy,  our  advertising  or  anything- else  in  . 
connection  with  the  publication. 

Yours  very  truly, 


*  •  * 
that  ♦  *  * 


* 


[302] 


HIGH  GRADE  TIME  PIECES 


m  c 


^ILLINOIS^ 

WATCH  COMPANY 


Springfield,  Illinois, 


I  BEWICK    ROMAN 
'MTHMORE  ORNAMENTS        MERCANTILE   BORDER 
itCmOAN   TYPE   FOUNDERS   COMPANY 


Dear  Sir:- 

In  the  window  of  a  prominent  Milwaukee  Jeweler's  store 
is  a  card  bearing  this  inscription: 

"Naturally  we  push  the  watch  which  gives  us  the  least 
trouble  in  making  good  our  guarantee.   That's  why  we  recom- 
mend the  *****  *  Watch. 

Read  that  again  --  "the  watch  which  gives  us  the  least 
trouble  in  making  good  our  guarantee."' 

Their  guarantee  sells  these  watches  —  not  the  manufac- 
turers' . 

We  are  responsible  for  the  high  quality  of  the  move- 
ments.  It  is  this  which  gives  these  jewelers  the  least 
trouble  in  making  good  their  guarantee. 

See  how  selling  the  best  watches  on  their  own  guarantee 
adds  to  the  prestige  of  these  jewelers? 

Now  look  at  the  matter  from  another  side. 

Did  you  ever  stop  to  think  that  your  prestige  suffers 
every  time  you  subordinate  your  guarantee  to  that  of  the 
manufacturer  who  makes  the  goods  you  sell? 

Think  it  over. 

Your  customer  buys  from  you  --  not  from  the  manufac- 
turer.  He  wants  your  guarantee.   You  are  the  man  he  can 


.20 


[303] 


HIGH    GRADE  TIME    PIECES 


SET   IN  COPPERPLATE  GOTHIC  AND  WEDDING  TEXT 
AMERICAN  TYPE  FOUNDERS  COMPANY 


-2- 

reach.   Then  v/hy  should  you  lose  this  opportunity  .to  add  to 
your  prestige  by  shifting  the  guarantee  to  the  manufacturer? 

Ma.ke  the  most  of  it. 

You  select  the  merchandise  and  are  responsible  for  it. 
If  it  does  not  prove  satisfactory  you  must  make  good  the 
guarantee  --  the  qiiicker.  the  better.  Pushing  it  off  on  the 
manufacturer  causes  your  customer  to  lose  confidence  in  you. 

If  the  merchandise  proves  satisfactory  you  are  entitled 
to  the  credit  and  good-will  which  you  have  earned.   This  is 
an  asset  which  v/ill  daily  become  more  valuable  if  you  select 
the  best  goods  —  those  which  give  you  the  least  trouble  in 
making  good  your  guarantee. 

That's  another  reason  why  it  is  to  your  advantage  to 
push  the  sale  of  the  ******  Watch. 

If  your  stock  is  not  complete  for  the  holiday  season 
it  would  be  well  for  you  to  anticipate  your  needs  now. 

Yours  very  truly, 

P.  S.   We  have  reproduced  the  card  above  mentioned  and  are 
sending  you  one  together  with  another  very  attractive  card, 
both  of  which  you  may  wish  to  use  in  the  same  way. 


[304] 


NOTES    AND    COMMENTS 

FOLLOW-UP   SERIES 

Follow-up  letters  that  'have  been  used  in  series  and  mailed  at  intervals. 
It  will  be  noted  that  in  some  cases  each  letter  dovetails  into  that  preceding  it, 
thus  forming  a  complete  selling  campaign.  Other  letters  stand  as  units  in 
themselves  and  take  up  the  argument  from  a  different  angle  each  time.  In 
the  various  letters  are  embodied  practically  all  of  the  features  of  those  in  the 
three  preceding  classifications. 

§121  The  first  series  of  letters,  pages  315  to  332,  were  used  by 
an  advertising  agency  and  were  contributed  by  Mr.  J.  K.  Fraser 
with  the  following  comments: 

"Circular  letters  may  be  divided  into  two  parts. 

"Those  for  direct  replies. 

"Those  intended  as  fertilizers — backgrounds  for 
more  personal  work  to  follow. 

"A  direct  reply  is  usually  easy  to  secure.  A  trick 
will  get  it.  But  trick  replies  are  seldom  of  any  real 
value.  They  are  very  misleading  to  the  man  who  re- 
plies, or  a  very  thin  basis  for  further  development. 

"In  our  letters  we  are  not  aiming  to  get  a  volume  of 
replies.  We  want  no  replies  on  false  expectations.  We 
want  no  replies  that  will  lead  us  to  suspect  that  there  is 
business  ahead  when  there  is  no  sound  reason  for  think- 
ing so. 

"Our  letters  aim  simply  to  explain  ourselves  and  our 
views.  If  they  sufficiently  interest  the  manufacturer 
in  us,  and  in  our  views,  he  will  get  in  touch  with  us. 
We  will  then  be  dealing  with  a  man  who  is  in  touch  with 
us  because  he  likes  us  and  our  methods. 

[305] 


LETTERS  THAT  MAKE   GOOD 

"Under  these  circumstances  when  we  get  together 
we  will  be  well  on  the  road  toward  doing  business  to- 
gether— that  is,  so  long  as  our  letters  truly  represent 
us  and  our  views. 

"If  we  had  expected  many  business  leads  from  these 
letters  we  would  have  been  disappointed.  To  date  we 
have  secured  very  few. 

"On  the  other  hand,  we  find  they  have  been  success- 
ful in  accomplishing  their  real  purpose.  They  have 
broadly  created  a  favorable  frame  of  mind  toward 
us  which  we  are  encountering  when  we  approach 
advertisers,  or  when  we  approach  them  through  the 
mails." 

§122  A  series  of  seventeen  letters,  pages  333  to  358  inclusive, 
were  sent  weekly  to  2,300  dealers  in  twelve  eastern  states,  at 
a  cost  of  $1,564  for  the  campaign.  The  detailed  results  given 
by  Mr.  John  G.  Keplinger  follow: 


Letter  No. 

Orders  from 
new  accounts 

Requests  for 
samples 

1 

0 

1 

2 

5 

5 

3 

-5 

4 

4 

7 

3 

5 

10 

8 

6 

7 

3 

7 

6 

6 

8 

14 

6 

9 

5 

2 

10 

7 

5 

11 

7 

16 

12 

9 

7 

[306] 


Orders  from 
new  accounts 

Requests  for 
samples 

8 

7 

12 

4 

3 

3 

6 

33 

10 

LETTERS  THAT  MAKE   GOOD 

Letter  No. 
13 

14 
15 
16 
17 

Eleven  of  these  letters — one  to  eleven  inclusive — were 
used  on  another  list  of  4,800  in  the  remaining  states  of  the  coun- 
try with  results  as  per  table  below: 

Letter  No.  Orders  Requests  for  samples 

1  3  13 

2  19  0 

3  9  5 

4  12  3 

5  12  8 

6  12  3 
7*7  9 

8  22  8 

9  20  2 

10  6  3 

11  4  0 

A  year  and  three  months  after  this  campaign  closed  the 
following  letter  was  received  from  a  firm  in  South  Omaha, 
Nebraska: 

"Gentlemen: 

"We  had  received  several  circulars  from  you  last 
year  in  regard  to  your  silks. 

"We  were  not  in  a  position  then  to  handle  your 
goods  but  the  impressions  made  by  your  talks  at  that 
time  still  remain  and  would  like  to  hear  from  you  now 
in  regard  to  prices  and  advertising  propositions." 

[307] 


LETTERS  THAT  MAKE   GOOD 

§123  The  letters,  pages  359  to  363  inclusive,  are  the  principal 
ones  used  in  a  campaign  to  dealers  on  a  line  of  guaranteed 
goods.  Quality  and  the  guarantee  furnish  the  principal  selling 
arguments  in  this  campaign  which  was  a  very  resultful  one  for 
the  manufacturers. 

§124  The  series,  pages  364,  365,  366,  367,  368  and  369,  were  used 
by  a  large  clothing  manufacturer  and  were  eagerly  ordered  by 
the  dealers.  The  letter  to  dealers  on  page  364  explains  the 
method  of  handling  the  mailing  of  these  letters.  Each  of  the 
series  of  five  to  be  sent  from  dealer  to  prospective  customers 
had  a  two-color  cut  showing  the  particular  style  of  suit  which 
was  mentioned  in  the  letter.  The  same  cut  was  also  shown  on 
the  envelope. 

§125  The  two  mail  order  letters  on  pages  370  and  371  are  excel- 
lent examples  of  right-to-the-point-ness  and  cannot  help  but 
inspire  confidence  in  the  business  house  that  used  them.  They 
proved  to  be  big  winners. 

§126  The  two  letters,  pages  372  and  375,  were  contributed  by 
Mr.  Edward  B.  Waldron  as  the  most  resultful  of  any  he  has 
ever  used  in  the  mail  order  piano  business.  They  are  not  as 
long  as  the  usual  letter  used  by  the  piano  houses  which  range 
from  two  to  five  pages.  These  letters  were  designed  to  appeal 
to  the  rural  classes  and  brought  a  large  percentage  of  orders. 
§127  Five  letters,  pages  377  to  384  inclusive,  were  contributed 
by  Mr.  A.  D.  Bishop,  concerning  which  he  says: 

"For  five  years  past  similar  letters  have  been  sent 
out  each  month.  It  is  difficult  to  determine  just  which 
of  these  sixty  or  more  that  have  been  issued  produced 
the  best  results. 

"We  simply  know  that  they  have  attracted  con- 
siderable attention  and  no  doubt  have  contributed 
somewhat  in  extending  the  name  of  our  paper.     We 

[308] 


LETTERS  THAT  MAKE   GOOD 

have  within  the  past  four  years  spent  nothing  for 
advertising  purposes  save  the  pubHcation  and  dis- 
tribution of  these  letters." 

§128  Mr.  A.  L.  Pelton  has  contributed  four  letters,  pages  385 
to  391,  as  the  form  letters  which  have  stood  up  above  all  others 
in  point  of  returns.     He  says : 

"Two  of  these  are  get-the-money  letters;  two  are 
'on  approval'  offers. 

"With  letter  No.  1  (page  385)  there  went  a  four- 
page  descriptive  circular,  on  the  front  of  which  were  the 
hands  holding  out  the  book,  with  same  wording  in 
display  as  in  under  the  cut  on  letterhead;  the  order 
coupon  also  had  the  cut  on  the  left  side  of  it. 

"Letter  No.  2  (page  386)  sold  books  in  good  shape. 

"Letter  No.  3  (page  387)  was  sent  out  immediately 
after  the  close  of  the  Boston  Advertising  Convention, 
and  went  to  delegates  who  attended  the  convention. 

"Letter  No.  4  (page  389)  was  sent  to  4,500  mem- 
bers of  the  various  advertising  clubs,  with  special 
commendations  from  advertising  men.  One  'high- 
brow' said  it  was  a  'rotten'  letter,  too  long,  and  all 
that.  A  dozen  other  advertising  managers  said  it  was 
a  masterpiece.  And  as  it  took  out  $2,500  worth  of 
books,  we  will  give  it  the  benefit  of  the  doubt  and  say 
that  from  a  business-getting  viewpoint  it  was  not  abso- 
lutely a  failure." 

§129  On  pages  392,  394,  and  396  are  three  letters  used  by  the 
Curtis  Publishing  Company.  They  are  studies  in  merchan- 
dising from  the  manufacturer's  point  of  view  and  should  inspire 
confidence  in  the  ability  of  these  publishers  to  help  him  with 
his  problems.    They  dwell  more  on  trade  conditions  and  argu- 

[309] 


LETTERS  THAT  MAKE   GOOD 

merits  and  less  on  the  publications  themselves  than  most  pub- 
lishers' letters  and  it  is  undoubtedly  this  feature  that  places  them 
in  the  list  of  productive  sales  letters. 

§130  The  letters  on  pages  398  to  411  inclusive  were  contributed 
by  Mr.  L.  C.  Ball  and  commented  on  as  follows: 

"Our  follow-up  letters  are  designed  to  conform  to 
the  following  'Ideal,'  evolved  jointly  by  the  Sales  and 
Mail  Order  departments. 

"I  want  my  Selling  Talk  to  be  a  Service  Talk,  that 
will  be  worth  my  customer's  time  whether  or  not  he 
buys  my  goods. 

"I  want  it  to  tell  the  Truth. 

"To  be  a  perfectly  human  statement  of  the  Service 
I  can  give. 

"To  show  in  simple,  plain,  business  language, 
'You  can  use  my  goods.' 

"To  treat  my  proposition  as  a  purely  business 
matter  and  handle  it  in  a  businesslike  way. 

"To  use  Wit  only  with  Wisdom. 

"To  treat  every  man's  attention  as  his  business 
property,  not  to  be  secured  by  dishonest  means. 

"To  convince  and  persuade  Me  just  as  I  hope  to 
convince  and  persuade  my  Customer. 

"To  make  my  Customer  see  my  Proposition  more 
than  myself. 

"To  make  the  Merit  of  my  Goods  so  clear  that  my 
Customer  will  want  to  buy. 

"It  is  for  This  I  am  working. 

"Our  follow-up  is  directed  especially  to  business 
and  professional  men,  and  it  is  necessary  for  each 
letter  to  make  a  general  statement  as  to  the  value  of 
our  proposition,  which  will  seem  to  be  a  specific  one 

[310] 


LETTERS  THAT  MAKE   GOOD 

to  everyone  who  receives  it.  To  generalize  is  fatal 
because  every  man  is  ready  to  say  that  his  business, 
his  personality,  his  problems  are  different  from  every- 
one's else. 

"The  letter  keyed  'N/A'  is  designed  to  develop 
inquiries  from  general  lists  and  accompanies  a  little 
booklet. 

"The  letter  keyed  'AS/A'  accompanies  our  Sheldon 
Book,  sent  in  response  to  inquiries  and  is  followed 
within  two  days  by  the  'PR-6'  letter  containing  the 
application  blank  with  testimonials. 

"The  letter  keyed  'AS/I-3'  is  the  last  of  a  series 
of  eight,  and  has  pulled  its  share  of  the  business  pro- 
duced by  the  follow-up,  although  accompanied  by  no 
enclosures  with  the  exception  of  an  enrollment  blank 
and  a  small  motto  card. 

"The  letter  keyed  'AS/D-3'  was  designed  to  take 
the  place  of  'AS/D-2'  which  was  very  efficient  in  kill- 
ing business — for  reasons  I  have  not  taken  time  to 
analyze — I  suppose  that  it  hasn't  the  appeal  to  heart 
and  logic  which  the  'AS/D-3'  has.  This  letter  is  getting 
the  business. 

"You  may  consider  all  the  letters  of  our  follow-up 
to  be  more  or  less  alike,  but  I  aim  to  present  the  argu- 
ments from  several  different  standpoints  in  the  course 
of  the  follow-up.  In  any  event  the  letter  keyed  'AS/F-3' 
is  one  that  failed  and  I  am  substituting  for  it  the  letter 
keyed  'AS/F-4.' 

"The  letter  keyed  'AS/H-3'  is  one  that  failed. 

"  'AS/H-4'  is  pulling  where  all  previous  letters 
trying  to  make  this  point  have  failed. 

"Summing  up  the  reasons  for  the  failure  of  the 

[311] 


LETTERS  THAT  MAKE   GOOD 

two  letters,  'AS/D-2'  and  'AS/F-3,'  I  should  say  that 
on  an  educational  proposition  it  doesn't  pay  to  appeal 
merely  to  reason,  judgment,  and  intellect — there  must 
also  be  an  appeal  to  the  heart  side  or  feelings,  if  real 
results  are  to  be  expected.  As  to  the  reason  for  the 
failure  of  'AS/H-3'  I  don't  think  any  one  would  have 
to  puzzle  very  long  to  see  the  reason  why. 

"The  letter  keyed  'LCB/BJ'  is  being  sent  with  a 
little  booklet  entitled  'The  Man  Who  Bossed  Johnson' 
and  is  pulling  more  than  5  percent  of  leads  on  old  lists. 
It  is  entirely  different  to  the  'N/A'  letter  in  its  appeal, 
although  it  is  for  the  same  purpose." 

§131     The  four  letters  on  pages  412,  413,  414,  and  415  are  com- 
mented on  by  Mr.  Hugo  Parton  as  follows: 

"These  letters  are  sent  out  to  a  selected  list  of  men 
in  the  larger  cities.  We  make  the  lists  ourselves,  choos- 
ing the  more  substantial  men  in  all  walks  of  life.  Our 
proposition  is  a  difficult  one  to  write  form  letters  about 
because  we  have  no  specific  article  which  we  are  trying 
to  sell  to  one  class  of  men,  who,  by  their  business,  we 
know  to  be  in  the  market  for  such  a  thing. 

"We  are  trying,  out  of  a  clear  sky,  to  interest  a 
man  in  his  health  and  the  betterment  of  it.  We  are 
dealing,  not  with  an  article,  but  with  an  idea.  We  have 
to  mak6  these  letters  unusual,  and  interesting  enough 
to  get  the  man  to  read  in  the  first  place;  appealing 
enough  to  get  the  man  to  return,  for  further  informa- 
tion, the  postcard  we  enclose. 

"Furthermore  we  have  to  be  very  chary  of  talking 
about  exercise,  because  most  men  think  they  know  all 
about  exercise.  So  we  are  trying  to  interest  a  man  in 
a  thing  we  scarce  dare  to  mention  by  name  until  we  are 

[312]     . 


LETTERS  THAT  MAKE   GOOD 

given  opportunity  to  explain  fully.  We  are  trying  to 
interest  the  best  class  of  men  in  the  country  and  it  is 
essential  to  make  our  letters  catchy;  it  is  also  essen- 
tial to  have  them  in  no  way  cheap. 

"In  view  of  these  facts  we  feel  that  our  letters 
have  been  very  successful,  as  some  of  them  bring  20 
percent  of  replies." 

§132  Four  letters,  pages  416  to  419,  that  were  used  in  raising 
money  for  the  celebration  of  a  city's  anniversary  were  contrib- 
uted by  Mr.  George  H.  Cooper.  He  comments  on  them  as 
follows : 

"I  think  these  letters  have  brought  more  results 
than  any  I  have  ever  used.    I  raised  $10,650  without 
leaving  my  desk  except  for  a  few  hours  to  gather  up " 
a  few  little  amounts  that  I  could  get  that  way." 

§133  The  three  letters  on  pages  420,  421,  and  422  were  used  for 
promoting  a  mail  order  service.  The  first  letter  aims  to  create 
sufficient  interest  for  an  interview,  the  others  have  specific 
trial  service  to  offer.  These  letters  proved  the  most  effective 
of  their  kind  ever  used  and  brought  54  orders  from  a  total  list 
of  362  names  that  were  not  selected,  the  total  amount  of 
business  being  $1,893.31. 

§134  The  four  letters  on  pages  423  to  426  inclusive  brought 
results  which  were  unusually  satisfactory.  Many  complimentary 
expressions  were  received  by  the  printing  company  from  pros- 
pects to  whom  they  were  sent  and  requests  for  a  series  of 
follow-ups  of  this  "ginger"  type  were  constantly  coming  in.  A 
large  increase  in  the  volume  of  their  business  was  the  direct 
result  of  this  series. 

§135  The  four  letters  on  pages  427,  429,  430,  and  431  were 
used  by  an  engraving  house  with  unusually  good  results  from 
each  letter.    The  letter  on  page  427  has  received  a  great  deal  of 

[313] 


LETTERS  THAT  MAKE   GOOD 

severe  criticism,  but  was  one  of  the  biggest  business-pulling 
letters  ever  used  by  this  house. 

§136  The  two  letters  on  pages  432  and  433  were  contributed  by 
Mr.  Herbert  J.  A.  Reid  of  London.  These  were  used  to  follow 
up  inquiries  from  magazine  advertising.  A  hand  book  was 
sent  immediately  in  response  to  the  inquiry  and  then  the  letters 
were  posted  at  intervals  of  two  weeks.  The  two  letters  here 
shown  have  been  the  most  successful  of  any  used  in  this  cam- 
paign. They  have  brought  hundreds  of  comments  on  their 
advertising  merits  from  recipients  in  America.  Their  strength 
probably  lies  in  their  personal  and  confidential  tone  as  these 
qualities  would  naturally  appeal  in  a  proposition  of  this  nature. 
§137  The  series  of  letters,  pages  434  to  438,  is  rather  unique  and 
was  successful  in  securing  a  large  percentage  of  signed  cards 
which  were  turned  into  actual  business.  The  series  was  prepared 
by  Mr.  Louis  V.  Eytinge  and  the  letters  contain  a  touch  of  a 
human  interest  that  characterizes  all  of  his  copy,  and  which  is 
probably  the  keynote  of  his  success  in  writing  letter  copy. 
§138  The  letters  on  pages  439  and  440  were  used  in  a  series  of 
six  and  were  remarkably  successful  in  results.  These  letters 
have  a  personal  tone  and  this  probably  accounts  in  a  large  meas- 
ure for  their  pulling  power. 

§139  The  letters  on  pages  441  and  442  are  good  examples  of 
what  may  be  done  by  way  of  impressing  the  customer  with  the 
standard  of  the  goods  advertised.  They  seem  to  reflect  a  person- 
ality back  of  the  house  which  is  at  once  pleasing  and  convincing 
of  sincerity. 


[314] 


.BLACKMAN 
HERMES 


Blackman-Ross  Company 

(^Advertising 


F.J.ROSS 
J.  K.  FRASER 


(  BOOKMAN  OLOSlYUe  AND   BOOKMAN    ITALIC 

HE   ORNAMENT 
^,AM  rvPE  FOUNDESS  COMPANV 


No.  10  EAST  33rd  STREET 


New  York  City 


Dear  Sir:- 

We  want  you  to  know  us. 

Some  day  it  may  prove  useful. 

We  won't  explain  here  the  character  of  our  work.   In- 
stead we  will  give  the  character  of  our  thoughts. 

To  "begin  with:  We  don't  aim  to  develop  unsettled  "busi- 
nesses. 

We  believe  in  "building  on  a  solid  foundation  and  we 
seek  the  manufacturer  who  has  laid  his. 

In  our  own  "business  we  could  employ  novices  and  try  to 
make  them  strong.   Instead  we  employ  strong  men  and  try  to 
make  them  stronger.  We  have  adopted  inside  the  policy  we 
aim  to  follow  outside. 

We  seek  only  advertisers  who  are  square  with  the  pu"blic 
-  of  which  we  are  a  part."  We  seek  only  products  whose  honest 
story  is  a  strong  one. 

We  don't  aim  to  supply  ginger  to  those  who  lack  it. 
We  save  ours  for  those  who  have  it. 

We  know  we  have  a"bility  and  we  seek  customers  who  will 
bring  it  out. 

We  have  few  fixed  advertising  formulas.  One  is  - 
avoid  the  "only  way":  the  track  is  too  crowded. 

We  have  little  patience  with  the  experienced  man  who 
says  he  knows  less  about  advertising  now  than  when  he 
started.  We  know  we  know  more. 

We  realize  that  successful  advertising  is  no  child's 
play.  But  we  welcome  the  difficulties  as  a  good  stimulant 
to  good  work. 

We  doubt  the  usefulness  of  terms  like  "Service",  "Co- 
operation", "Consumer  Influence"  and  "Merchandising".  We 

believe  they  are  too  big  for  small  men,  and  too  vague  for 
big  ones. 

We  feel  frankly  that  the  efficiency  spirit  is  leading 


[315] 


I  Blackman  -  Ross  Com  pan y 

dvertisin 


O.  H.  BLACKMAN 
F.J.  HERMES 
J.  K.  ERASER 
F.J.  ROSS 


Advertising  Matter 
Artistically  Designed 


SET   IN    LIGHT   OLDSTYLE        VERSATILE   ORNAMENT 
AMERICAN    TYPE   FOUNDERS    COMPANY 


isi g-B 


10  EAST  8SD  STREET 

NEW  YORK 


-2- 

advertisers  astray  in  their  copy.   The  public  has  other 
occupations  as  useful  as  advertisement  reading.  We  feel 
that  we  should  take  care  lest  they  find  them  more  interest- 
ing. 

We  helieve  that  an  advertisement  should  hold  toth  what 
the  manufacturer  wants  to  say  and  what  the  public  wants  to 
read. 

To  accomplish  this,  we  believe  in  the  waste  basket. 

We  believe  good  work  on  the  trade  is  too  vital  to  bandy 
words  over.  But  we  find  most  advertising  to  the  trade  slip- 
shod. We  believe  printed  talk  to  the  Jobber  and  retailer 
should  be  studied  as  carefully  as  advertising  to  the  public. 

This  brings  us  back  to  the  waste  basket. 

Every  member  of  our  firm  is  bi'gger  than  all  the  rest  of 
us  in  some  particular.  An  exchange  of  views  helps  us  all. 
We  believe  our  viev/s  have  the  same  value  to  the  manufacturer. 

We  take  the  successes  of  advertising  with  a  grain  of 
salt.   We  have  had  our  quota.  But  after  we  have  given  the 
manufacturer  his  Just  dues,  we  find  we  must  content  our- 
selves with  a  moderate  share  in  the  credit.  Advertising 
has  seldom  saved  a  business  fundamentally  weak,  though  it 
has  greatly  strengthened  many  businesses  fundamentally 
strong. 

We  believe  the  advertising  agent  works  best  with  a  good 
advertising  manager  and  the  manager  best  with  a  good  agent. 

That  is  all  for  the  present. 

We  are  sending  this  to  some  who  are  customers  of  good 
friends  of  ours.   It  is  not  private.   It  doesn't  aim  to  sow 
discontent.  But  in  this  field  unexpected  changes  take  place. 
We  simply  want  to  make  knorm  who  we  are  and  what  we  stand 
for. 

Very  truly  yours. 


[316] 


successful  Advertising  Ideas 


O.  H.  BLACKMAN  F.  J.  ROSS 


ZIU 


Business  Bringing  Literature 


F.J.HERMES  J.  K.  ERASER 


No.  10  East  Thirty-Third  Street  NEW  YORK  CITY 


1^      CLOISTER   BLACK,    NEW   CASLON    AND    NEW   CASLON    r 
tone  ORNAMENT        MONOTONE    BORDER 
\\H  TYPE   FOUNDERS    COMPANY 


Dear  Slr:- 

An  official  in  a  company  that  leads  the  world  in  its 
line,  in  explaining  to  us  an  advance  in  their  business, 
said: 

"We  discharged  the  men  who  would  not  attempt  the 
impracticable. " 

There  is  a  big  thought. 

The  most  practical  advances  have  come  from  men  with 
Impracticable  aims. 

The  manufacturer  or  advertiser  who  does  not  constantly 
attempt  the  impracticable  risks  finding  himself  in  a  rut 
left  behind  by  those  who  do. 

One  thing  more  than  any  other  puts^a  method  of  pro- 
cedure into  disuse.  It  becomes  too  practicable;  so  praotioe- 
-able  that  all  are  able  to  practice  it  -  and  do.   It  loses 
value  because  it  loses  individuality. 

We  try  to  keep  this  before  us  in  our  work. 

In  talking  with  advertisers  we, often  stand  up  for 
the  impracticable  and  the  ideal,  in  the  face  of  the  most 
pronounced  views. 

We  are  sometimes  fully  conscious  that  what  we  advo- 
cate cannot  be  worked  out  by  the  route  under  discussion. 
The  route  is  not  important.  The  destination  is.  By  In- 
sisting on  the  ideal  we  find  an  unexpected  v/ay  out  often 
deyelops.  It  would  be  missed  if  we  stopped  the  discussion 
in  the  face  of  "practical"  obstacles. 

Very  truly  yours, 


[317 


O.  H.  ELACKMAN 
J.  K.  FRASEP. 


BLACKMAN^ROSS  COMPANY 

ADVERTISING 

10    EAST    33rd    STREET 
NEW   YORK    CITY 


SET  IN   DELLA  ROBBIA 

AMERICAN  TYPE  FOUNDERS  COMPANY 


Dear  Sir:- 

Here  is  a  thought  on  copy. 

We  wonder  if  you  are  thinking  along  the  same  lines. 

We  all  agree  that  most  advertising  copy  is  dull. 

Of  course  the  defense  is: 

"It  has  a  mission.   It  has  got  to  sell  goods.   It  is 
salesmanship  on  paper." 

Assuredly. 

But  it  needn't  march  up  to  the  house  with  a  sample 
case  under  its  arm  and  a  "badge  of  the  order  on  its  lapel. 
That  js  hardly  the  type  of  salesmen  we  welcome  at  our  doors. 

The  'best  salesmen  seldom  look  the  professional  sales- 
men at  all.  And  we  have  seen  no  evidence  that  the  iDest 
advertisement  need  look  or  talk  like  a  professional  ad. 

Usually  a  few  members  are  picked  from  the  famous  "ity"  , 
family  -  "purity",  "quality",  "dependability",  "reliability" 
and  all  the  little  "ity's."  They  are  put  down  on  paper  and 
backed  by  enough  will  power  to  move  a  mountain. 

The  will  power  would  do  the  work  but  a  little  experi- 
ence shows  that  it  won't  go  into  black  and  white. 

Then  arguments  are  shaped  up  that  would  be  forceful 
if  read. 

We  wonder  if  the  same  advertiser  would  employ  many 
salesmen  who  were  convincing  if  heard?  He  would  want  some 
assurance  that  his  man  would  get  a  hearing,  wouldn't  he? 

A  strong  story  to  a  man  or  woman  who  is  not  listening 
is  hardly  an  achievement  for  either  a  salesman  or  "salesman- 
ship on  paper. " 

If  the  plea  is  salesmanship,  why  not  learn  from  sales- 
men? The  most  selfish  of  them  spares  a  few  pleasant  words 
for  conversation's  sake. 

How  often  do  we  meet  a  good  salesman  without  a  sense  of 


[318] 


^Iackman-J{0ss  ^ompng 


O.  H.  BLACKMAN      F.  J.  HERMES 
F.  J.  ROSS      J.  K.  FRASER 


AD¥E[^TiSiIMG 


'MNfl   TEXT   AND    COPPERPLATE   GOTHIC   SHADED 
MWATOR        LITHOTONE   BRASS   RULE 
■YPE   FOyNDERS   COMPANY 


NO.  10  EAST  THIRTY-THIRD  STREET 

NEW  YORK  CITY 


-2- 

humor?  And  how  often  do  we  find  a  sense  of  humor  in  this 
pompous  salesmanship  on  paper. 

And  still  we  see  condemned  as  "clever  hut  poor  adver- 
tising" -practically  everything  that  the  public  likes. 

If  the  puhlic  thinks  it  good  reading  the  advertising 
fraternity  almost  surely  pronounces  it  poor  advertising. 

That  is  an  easy  way  to  dodge  hard  work. 

Popular,  readable  advertising  is  not  easy  to  produce. 
It  takes  time.   It  takes  some  talent. 

We've  never  known  an  advertiser  yet  who  failed  "because 
his  copy  was  too  popular.   If  it  fell  short  it  wasn't  too 
much  popularity.   It  was  too  little  something  else. 

A  great  deal  of  study  is  now  devoted  to  making  dull 
copy  efficient.   If  we  can  judge  by  advertising  results  as 
we  have  seen  them,  the  study  would  be  better  spent  on 
making  live  copy  efficient.   To  do  its  part,  advertising 
must  be  read.   To  be  read,  it  must  be  readable. 

Every  honest  advertiser  has  some  strong  message  to 
deliver. 

His  problem  is  how  to  get  it  home. 

One  school  of  advertising  says:   "Be  brief." 

Another  says:   "Tell  your  story." 

Probably  both  are  right.  But  there  is  a  great  differ- 
ence between  making  statements  and  making  impressions. 
There  is  little  value  in  a  short  advertisement  that  lacks 
point,  or  a  long  one  that  lacks  interest. 

Suppose  a  man  you  were  talking  to  left  in  the  middle 
of  your  talk. 

You  would  hardly  think  he  was  impressed,  would  you? 

Advertising  copy  in  our  opinion  should  be  Judged  br 
the  same  standard.   It  should  get  interest.   It  should 
hold  interest. 


[319] 


THE   BLi^CKlVlAlSr-ROSS   COMPA^^S^Y 

^^  ADVERTISINGS  ^^ 

XO     EAST    THIRTY-THIRD     STREET     :::::::::    T^E^V    YORK    CITY" 


ET    IN    CARD    MERCANTILE        FLORAL    DECORATOR 
MERICAN    TYPE   FOUNDERS   COMPANY 


-3- 

It  should  have  point.   It  should  have  life. 

7/lien  you  talk  about  results,  life  in  copy  comes  hara 

When  you  talk  about  the  actions  behind  results,  life 
comes  easy. 

For  instance: 

"Jack  had  a  broken  crown.   Jill  had  a  tumble.  Both 
misfortunes  came  from  a  trip  up  a  hill  to  fetch  a  pall  of 
water." 

Compare  that  with  this: 

"Jack  and  Jill  went  up  a  hill  to  fetch  a  pail  of 
water.  Jack  fell  down  and  broke  his  crown  and  Jill  came 
tumbling  after." 

One  talks  results.   The  other  talks  the  actions  behind 
them. 

Which  makes  the  better  reading? 

That  is  one  simple  expedient.  There  are  many  that  can 
be  used  to  give  point  and  interest  to  a  sound  message. 
They  aren't  obvious,  but  they  can  be  developed  by  study. 

In  conclusion: 

The  displa:^  line  seldtfm  takes  up  more  than  1/4  the  space 
in  an  advertisei-ient. 

If  folks  don't  read  your  story  in  the  other  3/4,  what 
becomes  of  most  of  the  money  you  spend  for  advertising? 

We  often  find  solid  facts  in  solemn  sermons  and  light 
touches  in  empty  nothings. 

But  we  seldom  find  advertising  copy  that's  up  to  prime 
bacon,  with  its  "streak  o'  fat  and  streak  o'  lean"  -  copy 
that  holds  both  point  and  interest. 

We  think  we  have  the  ability  to  produce  it. 

Yours  very  truly. 


[320] 


Blackman-Ross  Company 


Hbbertisiins  3& 


MAKERS  OF  MODERN    £ |  V.i  ^    ^   ^^J-I    ^/..      ^  ^^Jw  O.  H.  BLACKMAN        F.J.ROSS 

'^'"'        "^  *-**  J.K.FRASER  F.J.HERMES 


.    HOOKMAN   OLDSTYLE  AND   CLOISTER    BLACK 
INITIAL        HAPGOOO   FLORET 
■.N   TVPE   FOUNDERS   COMPANY 


No.  10  East  33rd  Street 

New  York  City 


Dear  Sir:- 

We  lately  promised  a  letter  on  the  functions  of  adver- 
tising counsel. 

Most  large  houses  employ  a  corps  of  salesmen. 

These  men  -  smart,  alive  and  with  a  hobby  -  come  into 
contact  with  the  executive  heads.  They  talk  sales,  sales- 
problems,  sales- troubles  and  sales-prospects. 

Unless  the  executive  locks  his  doors  against  his  own 
salesmen  he  can't  forget  sales  if  he  wants  to.  Willy-nilly, 
he  thinks  sales,  studies  sales,  dreams  sales. 

Under  the  inspiration  of  this  sales  contact  the  execu- 
tive develops  into  a  penetrating  sales  thinker. 

Sales  methods  benefit. 

Advertising  lacks  this  human  drag-net. 

The  Advertising  Manager  stands  practically  alone.   It 
is  on  his  shoulders  to  radiate  as  much  inspiration  as  the 
entire  sales-force. 

He  deserves  help  -  assistant  radiators,  if  you  will. 

That,  as  we  see  it,  is  one  function  of  the  advertising 
agent , 

The  capable  agent  commands  the  confidence  of  men  .of 
the  first  commeroial  rank.  He  is  a  clearing  house  of  the 
most  advanced  marketing  ideas  and  practices. 

He  can  furnish  the  Advertising  Manager  with  the  safety 
check  and  the  stimulus  that  the  Sales  Manager  gets  from  his 
salesmen  --  facts,  points  of  view  and  experiences  from  thj 
field. 

Advertising  may  look  simple  from  the  outside. 

So  does  peanut  vending. 

But  the* push  cart  business  doubtless  has  its  intrica- 
cies and  short  cuts  that  make  John  a  master  and  the  root  of 
us  novices. 

Advertising  has  possibilities  and  forms  of  finefssc  that 
develop  only  through  experience,  work  and  thought. 

No  executive  can  properly  penetrate  advertising  practice 
unless  he  frequently  thinks  on  advertising. 

The  capable  agent,  directly  and  through  the  Advertising 
Manager,  helps  to  stimulate  this  necessary  thought. 

What  about  ourselves? 

Nothing  Just  now. 

Very  truly  yours, 


[321] 


J.  K.  FRASER 
F.  J.  HERMES 


O.  H.  BLACKMAN 
F.  J.  ROSS 


BLACKMAN-ROSS  CO. 

A         1  j_'        '  .NUMBER10EAST33RDSTREET 

Advertising  new  york  city 


Dated 


I 


SET  IN   STRATHMORE  OLDSTYLE       STFATHMORE  ORNAMENTS 

CHAP-BOOK  GUIDONS 

AMERICAN  TVPE  FOUNDERS  COMPANY 


Dear  Sir:- 

Here  is  a  manufacturing  suggestion: 

Staple  merchandise  is  in  direct  competition  with  other 
staple  merchandise. 

But  a  sound  idea  often  gives  staple  merchandise  a 
non-competitive  identity.   The  manufacturer  then  commands 
the  staple  price  plus  a  prico  for  the  idea. 

A  pencil  plus  the  idea  of  an  attached  piece  of  rubber 
made  a  fortune. 

A  hook  and  eye  plus  the  idea  of  a  hiimp  made  another. 

A  sensitized  film  plus  flexible  backing  -  another. 

Chicle  gum  plus  sweetening  and  flavoring  -  another. 

Biscuit  plus  a  moisture-proof  package^ -  another. 

Ordinary  fabric  plus  water-proofing  -  another. 

Soap  plus  sand  for  scouring  -  another. 

A  razor  plus  the  safety  idea  -  another. 

A  watch  plus  stem  winding  -  another. 

A  pen  plus  an  inkwell  -  another. 

And  so  on. 

Some  day  a  new  idea  added  to  shoes  will  make  a  spe- 
cialty out  of  a  staple. 


[322] 


'^^^U^' 


BLACKMAN-ROSS  COMPANY 


S4  dvertising 


m  •'<^< 


r  OLDSTYLE   ANO   PABST   ITALK 
VERSATILE   ORNAMENTS 
rVPE   FOUNDERS   COMPANY 


10  East  Thirty-Third  Street 


New  York  City 


Sooner  or  later,  an  added  idea  will  bring  a  non- 
competitive price  for  clothing. 

The  cleansing  field  is  still  wide  open  for  ideas.   The 
food  possibilities  seem  almost  unlimited.   Confectionery, 
gloves,  pianos,  piece  goods,  shirts,  cigars,  underwear,  etc., 
etc.,  are  all  waiting  for  ideas  that  will  give  a  non-competi- 
tive identity  and  command  a  non-competitive  price. 

The  product  you  deal  in  to-day  was  originally  a  novelty- 
idea  or  utility-idea. 

If  it  has  become  a  competitive  staple,  you  are  simply 
dealing  in  an  idea  grown  old. 

Would  it  not  pay  you  to  employ  a  man,  at  the  salary 
of  a  good  salesman,  to  spend  his  whole  time  reaching  for 
ideas  that  are  new?  Commission  him  to  look  for  improve- 
ments in  your  product  that  will  give  it  a  more  distinct 
non-competitive  identity. 

If  an  alert  man  spent  his  whole  time  in  search  of 
ideas  it  v/ould  be  remarkable  if  something  well  worth  while 
didn't  develop. 

We  will  ask  the  department  head  who  receives  this 
note  kindly  to  pass  it  along  to  the  department  head  most 
apt  to  be  interested. 

We  have  no  immediate  axe  to  grind. 
Very  truly  yours, 


[323] 


BLACKMAN-ROSS  COMPANY 


DVERTISING 

NUMBER  TEN  EAST  KTC\V7  V/^D  V 
THIRTY-THIRD  ST.  iN  E  W     I  wJtvJV 


O.  H.  BLACKMAN 
F.  J.  HERMES 
J.  K.  FRASER 

F.  J.  ROSS 


SET   IN   CLOISTER   TITLE        CLOISTER    INITIAL        ANTIQUE   BORDER    NO. 
AMERICAN   TYPE   FOUNDERS   COMPANY 


Dear  Sir:- 

There  is  one  phase  of  to-day's  advertfslng  which  is, 
we  think,  slighted. 

That  is  the  value  of  establishing  a  likable  personality. 

It  isn't  enough  to  make  people  like  your  goods.  You 
have  not  finished  until  they  like  you.   If  you  accomplish 
this  you  establish  two  valuable  assets  -  a  desire  to  buy 
your  goods  -  a  desire  to  trade  with  you_. 

•  Under  present  conditions  the  public  is  getting  farther 
and  farther  from  the  manufacturer. 

The  manufacturer  usually  is  a  distant  unknown.  Adver- 
tising holds  the  power  to  bridge  that  personal  gap.  It  has 
the  power  to  make  friends  of  people  who  never  saw  you. 

So  long  as  an  institution  in  the  eye  of  the  public 
is  a  vague  nothing,  or  merely  an  aggressive  pleader  for 
business,  it  will  lack  the  personal  good-will  that  is  half 
the  force  in  a  sale. 

That  is  apt  to  be  one  weakness  in  copy  which  is  devoted 
chiefly  to  giving  reasons. 

There  is  nothing  wrong  with  reasons.   They  are,  and 
always  have  been,  the  basis  for  sound  advertising.  But 
when  reasons  are  held  up  as  a  necessary  formula  we  are  apt 
to  get  hard,  cold  logic  in  place  of  warm  friendly  advice. 

The  reasons  are  apt  to  sound  as  if  we  were  talking  to 
our  enemies  and  not  to  our  friends.   If  they  make  the  reader 


[324] 


LACKMAN-ROSS  COMPANY 

O.  H.  BLACKMAN  J.  K.  FRASER  F.  J.  ROSS  F.  J.  HERMES 


PAMPHLETS  AND  BOOKLETS  NEATLY 

DESIGNED  AND  TASTILY  ILLUSTRATEp 


Advertising 


MBEBS   OF   THE    CHELTENHA 
INITIAL 
TYPE   FOUNDERS    COMPANY 


10  EAST  33d  STREET 

New  York  City 


-2- 

dislike  us  they  will  have  a  hard  time  persuading  the  reader 
to  buy  our  goods. 

Every  advertiser  recognizes  the  value  of  the  friendly 
touch  in  the  personal  sale.   It  is  curious  that  he  should 
so  often  overlook  it  in  advertising. 

In  a  former  letter  we  referred  to  the  lack  of  humor  in 
current  advertising. 

We  don't  talk  to  our  friends  in  hard,  cold,  dry  terms. 
It  is  the  sense  of  humor  between  friends  that  draws  them 
together.   The  sense  of  humor  is  neither  smartness  nor 
cleverness.   It  is  merely  an  appreciation  of  facts  as  they 
are. 

As  the  bluff  wears  off  the  sense  of  humor  comes  to  the 
surface. 

Your  friend  says:  "Don't  try  to  put  that  over  on  me." 
He  resents  stilted  preaching.  He  wants  you  to  come  down  to 
earth  and  talk  things  as  they  are. 

When  you  do  talk  things  as  they  are,  the  sense  of  humoi 
creeps  in. 

Then  you  commence  to  establish  yourself  on  a  friendly 
basis. 

That  is  a  sound  basis  for  making  sales  either  in  person 
or  in  print. 

Rather  a  humorless  talk  on  the  value  of  humor,  isn't  it? 

Very  truly  yours. 


n  [325] 


O.  H.  Blackman         F.  J.  Ross        J.  K.  Fraser         F.  J.  Hermes 

BLACKMAN-ROSS  COMPANY  -  Advertising 

NUMBER  10  EAST  33hd  STREET   ■   NEW  YORK  CITY 


SET   IN  MEMBERS  OF  THE   BOOONI   FAMILY 
AMERICAN  TYPE   FOUNDERS  COMPANY 


Dear  Sir:- 

When  is  advertising  read? 

Generally  after  the  day's  work  -  when  people  are  rest- 


ing. 


vals, 


Isn't  it  about  time  to  reckon  with  this:- 

]IWiat  attracts  our  resting  friends? 

Moving  picture  shows  outdraw  stilted  lectures. 

Vaudeville  plays  daily;  Shakespeare  at  cautious  inter- 


The  public  works  hard  by  day.-  It  seems  to  want  a  hard 
laugh  at  night. 

And  when  resting  readers  sit  down  to  the  advertising 
sections  what  appears? 

A  few  benevolent  advertisers  suggest  trips  to  Europe, 
holiday  hats,  bon-bons,  concert  music  and  downy  cots. 

But  most  of  them  talk  work. 

The  readers  are  invited  to  visit  numberless  factories; 
to  test  out  the  positive  merits  of  many  brands;  by  an  im- 
plied battle  to  insist  on  certain  other  brands;  to  sit 
right  down  and  send  for  quantities  of  valuable  booklets; 
to  wash  dishes  with  specified  cleansers;  to  reduce  flesh 
by  exercise;  and  to  disport  themselves  in  sundry  equally 
active  occupations  --  after  union  hours. 

Most  advertising  talks  work,  and  in  work-a-day  terms. 

It  is  written  to  interest  a  tense  working  spirit  in 
place  of  a  relaxed  receptive  spirit. 

Fortunately,  advertisements  aren't  human  -  or  their 
cold  reception  would  send  most  of  them  behind  the  scenes 
in  a  panic. 

Give  the  audience  more  entertainment  and,  it  is  safe 
to  say,  thoy  will  give  the  advertising  more  attention. 
Remember,  we  are  talking  to  people  who  are  relaxed. 


[3261 


^^ 

1 

^^T-  -^ 

(^^V/^ 

^^&M) 

Blagkman-Ross  Co. 


O.  H.  Blackmail 
J.  K.  Fraser 
P.  J.  Hermes 
F.J.  Ross 


Original  and 
Effective 


'Advertising 


W    CASLON    AND    NEW    CASLON 
BE   ORNAMENTS 
TYPE    FOUNDERS   COMPANV 


10  East  33rd  Street 


New  York  City 


-2- 

Some  one  asks:   "Well  how  about  sales_?" 

We  will  answer  Yankee-wise:  Do  our  friends  trade  "by 
preference  with  the  solemn-visaged  shopkeeper,  or  the  man 
who  greets  them  with  a  smile  and  a  laugh? 

The  manufacturer  who  will  put  geniality  into  his 
advertising  will  appear  the  stronger  for  it. 

In  advertising,  the  hard  work  should  he  done  hy  the 
writer  -  not  the  reader. 

Of  course,  a  great  deal  of  dull  advertising  has  suo- 
oeeded.   The  credit,  usually,  is  due  to  the  force  of  adver- 
tising, not  the  force  of  the  oo£2;« 

The  dull  pleading  is  waiting  for  a  wholesale  uplift. 

It's  time  to  give  the  tired  public  more  advertising  Joy. 

And,  they'll  respond. 

We  needn't  worry  about  that. 

No.  We  don't  propose  to  circulate  pleasantries  at  the 
expense  of  convincing  talk. 

We  propose  the  pleasantries  as  a  sugar  coating,  to  make 
strong  talk  the  more  acceptable  and  therefore  the  stronger. 

We  appreciate,  too,  that  life  has  its  solemn  moments, 
and  commerce  its  serious  topics  which  shouldn't  be  treated 
in  the  lighter  vein.  But  the  topics  are  few  and  the  mo- 
ments we  would  like  to  have  fewer. 

Very  truly  yours, 


P.S.  Repeatedly  we've  been  asked,  "Why  don't  you  say  more 
about  yourselves?" 

That  is  coming. 


§121 


[327] 


BLACKMAN-ROSS  COMPANY 

CIRCULARS.  PAMPHLETS,  BOOKLETS  AND  CATALOGUES  ARTISTICALLY  DESIGNED  AND  NEATLY  ILLUSTRATED 


O.  H.  BLACKMAN 
J.  K.  ERASER 

F.  J.  HERMES 

F.J.ROSS 


SET    IN    PACKARD        FLORAL   DECORATOR. 
AMERICAN   TYPE   FOUNDERS    COMPANY 


Advertising 


No.  lo  East  33cl  Street 

lSJe^\)  Tork  City 


Dear  Sir:- 

Advertising  is  a  product  of  personal  ability  -  nothing 
else. 

The  best  that  any  Advertising  Agency  can  offer  you  is 
the  creative  strength  of  individuals. 

The  solicitor  is  important.  Good  office  management  is 
desirable. 

But,  the  one  big,  vital  question  in  your  selection 
must  be: 

"What  men  will  create  our  advertising?" 

Next:  "What  are  their  capabilities?  To  what  extent 
will  they  work  with  us?" 

Different  Agencies  are  built  along  different  lines. 
One  form  is  the  departmental  organization.  It  comprises 
subdivided  clerical,  oopy-writing,  and  soliciting  staffs. 

Such  an  Agency  generally  holds  individuals  of  marked 
ability. 

But,  in  an  organization  of  that  kind,  the  real  creative 
work  is  usually  turned  over  to  a- staff  of  moderately  paid. 
writers.   The  high-paid  men  are  the  business  getters. 

Under  our  plan,  both  the  advertising  and  sales  plan- 
ning are  in  the  hands  of  one  group. 

Every  account  in  our  office  has  the  direct  attention 
of  every  one  of  the  seven  men  who  make  up  this  group. 

These  seven  men  have  been  repeatedly  drawn  into  many 
of  the  biggest  advertising  problems  in  the  country. 

Six  of  them  have  held  executive  positions  demanding 
pronounced  capacity.   Their  time  in  these  positions  was 
given  mainly  to  subordinates.   It  is  now  given  wholly  to 
advertisers. 


[328] 


)    H.  Blackman 
K.  J.  Hermes 
J.  K.  Fraser 
F.  J.  Rosa 


BLACKMAN-ROSS  COMPANY 

Advertising 


Pamphlets  Designed 


Dummies  FurnisKed 


■  er  IM   DREW        FLORAL   DECORATOR 
tElllCAN   TVPE   FOUNDERS    COMPANY 


.ITHOTONC   BRASS   RULE 


No.  10  East  33a  Street 


NEW  YORK  CITY 


We  have  no  low-paid  "creative  staff."  For  that  reason 
we  cannot  afford  to  handle,  and  do  not  handle,  a  large  class 
of  accounts  that  would  he  perfectly  acceptable  to  the  hlg 
departmental  organization. 

Our  theory  is  a  small  group  of  able  men  -  a  small 
group  of  profitable,  promising  accounts. 

We  feel  perfectly  safe  in  saying  that  no  Agency  in  the 
country  consistently  brings  to  bear  on  its  accounts  as  much 
high-grade  personal  ability  as  we  do. 


Every  man  in  this  organization  entered  it  at  an  imme- 
diate personal  sacrifice.  » 

The  incentive  that  brought  us  together  was  our  common 
belief  in  the  necessity  for,  and  the  future  in,  an  Agency 
that  would  offer  the  direct,  personal  service  of  a  well-knit 
group  of  high-oalibered  men. 

We  have  all  lived  through,  and  seen  the  incompleteness 
of,  the  executive  idea  in  advertising. 

We  know,  from  experience,  that  the  strongest  executive 
cannot  get  a  first-grade  product  out  of  a  second-grade 
creative  staff.  And,  nothing  short  of  first-grade  creative 
ability  can  properly  deal  with  the  problem  that  confronts 
the  usual  advertiser  under  to-day's  competitive  conditions. 


A  majority  of  the  seven  men  referred  to  are  between 
the  ages  of  35  and  40.   They  are  at  an  age  when  an  adver- 
tising problem  is  entered  into  with  the  zest  of  comparative 
youth  and  the  judgment  born  of  experience. 

Six  of  these  men  have  advanced  through  purely  copy- 
writing  positions. 

One  was  Editor  of  the  two  leading  advertising  journals, 


jl21 


[329] 


BLACKMAN-ROSS  CO 


MPANY 

nnnno 


O.  H.  BLACKMAN 
J.  K.  FRASER 


f)DUERT(SI(^ 


ir 


10  EAST  THIRTV- THIRD  STREET 

NEW  YORK  CITV 


F.  J.  HERMES 
F.  J.  ROSS 


SET    IN    HOBO        ACME   BORDER        MONOTONE    BOROER 
AMERICAN    TYPE   FOUNDERS   COMPANY 


and  head  of  the  second-largest  copy  department  in  the 
country. 

One  entered  advertising  by  creating  the  Sapolio  "Spot- 
less Town"  series,  and  later  proved  himself  one  of  the  most 
forceful  prose  writers  that  the  business  has  seen. 

One,  during  a  recent  Presidential  campaign,  handled  the 
magazine  propaganda  of  the  Republican  party. 

These  men  write  from  a  matured  insight  into  the  whole 
marketing  problem. 


Our  space  planner;  is  not  simply  a  buyer.  He  is  an 
officer  of  the  Company.  His  judgment  on  mediums  is  backed 
by  sound  experience  both  in  mediums  and  in  advertising.  He 
works  as  part  of  the  creative  group. 

His  attitude  toward  space  buying  is  entirely  different 
from  that  of  the  usual  Agency  space  buyer,  who,  as  a  rule, 
is  an  estimate  clerk. 

Before  he  starts  active  space  planning,  he  has  learned 
the  nature  of  the  advertiser's  distribution  -  whether  it  is 
secured  through  jobbers  or  direct  -  the  obstacles  -  what 
the  advertising  must  accomplish. 


Three  members  of  our  creative  group  have  in  the  past 
been  merchandise  salesmen.   One  was  a  factory  superintend- 
ent. This  experience  acts  as  a  safety  check  on  advertising 
theory. 

Too  often  salesmen  are  asked  to  preach  a  glowing  story 
of  future  advertising  results. 

The  salesman  who  is  worth  his  salt  won't  accept  vague 
theory.  Before  he  talks,  he  believes.  Before  he  believes, 
he  applies  his  common  sense.  Rosy  advertising  hopes  offer 
him  little  sound  help. 


[330] 


BLACKMAN-ROSS  COMPANY 


(1      HLACKMAN         F.  J.  HERMES 


ADVERIISING 


F.  J.  ROSS        J.  K.  ERASER 


iEBS   OF   THE   BODONI    FAMILY 
.'■E   FOUNDEBS   COMPANY 


No.  10  EAST  THIRTY-THIRD  STREET 

New  York  City 


-4- 

The  real  problem  in  advertising  and  sales  co-operation 
Is  not  booming  vague  advertising  futures.   It  is  arriving 
at  sound  sales  practices. 

That  takes  a  contact  of  sales  and  advertising  minds. 

The  Advertising  Agent  to  work  properly  with  your  Sales 
Manager  must  know  both  the  limitations  of  advertising,  and 
the  natural  working  methods  of  salesmen. 

We  have  repeatedly  been  engaged  by  institutions  of 
standing,  on  a  retainer  basis,  purely  for  our  sales  advice. 


The  Advertising  Manager's  position  is  not  an  easy  one. 
The  separate  advertising  department  is  a  recent  development. 
Its  place  is  not  yet  clearly  defined. 

To  do  his  department  justice  the  Advertising  Manager 
should  be  allied  with  an  organization  which  will  do  Justice 
to  advertising  from  both  the  advertising  and  the  practical 
sales  standpoints.  That  requirement  we  think  we  fill. 

As  we  see  it,  the  Advertising  Department  is  in  much 
the  same  position  as  the  corporation  Legal  Department.   It 
should  be  strong  itself.   It  should  work  with  strong  out- 
side help. 


About  our  solidity: 

This  Company  is  less  than  four  years  old. 

It  has  never  borrowed  a  cent. 

It  has  never  missed  a  cash  discount. 

No  institution  ir  the  field  pays  mere  promptly 


.21  [331] 


DC 


BLACKMAN-ROSS  COMPANY 


Catalogues  and  Booklets 
Effectively  Designed 


ADVERTISING 


F.  J.  HERMES 
0.  H.  BLACKMA 
J.  K.  FRASER 
F.  J.  ROSS 


10  EAST  THIRTY-THIRD  STREET 


SET   IN    CLEARFACe   GOTHIC        VERSATILE   Of»N 
AMERICAN   TYPE    FOUNDERS    COMPANY 


New  York  City 


-5- 

That,  briefly,  is  our  story. 

If  you  should  engage  us  as  your  agent  you  will  be 
assured  of  this: 

You  will  work  with  a  group  of  aggressive  men  of  unusual 
advertising  experience  and' demonstrated  capabilities. 

Your  problem  will  have  the  direct  attention  of  these 
principals. 

We  are  not  human  avalanches.  We  don't  know  more  about 
your  business  than  you  do.  We  have  no  ready-made  formulas. 
But,  we  do  have  common  sense,  a  sound  working  method,  a 
vigorous  working  spirit  and  a  group  of  creative  abilities 
that  are  very  much  out  of  the  ordinary. 

This,  as  you  of  course  appreciate,  is  a  circular  letter. 
But  the  list  that  it  goes  to  has  been  carefully  selected. 
There  are  many  advertising  accounts  that  we  don't  want. 
Hardly  a  week  passes  that  we  don't  decline  business.  We 
are  organized  to  fit  certain  kinds  of  business  that  offer 
a  real  scope  and  promise  a  real  future. 

In  our  Judgment  yours  is  one  of  them. 

If  you  should  be  interested  in  our  terms,  a  list  of  our 
customers,  evidence  of  our  sales-planning  methods,  of  our 
ability  to  produce  copy  that  does  justice  to  a  business,  or 
further  details  of  any  kind,  we  shall  be  glad  to  furnish 
them. 

Yours  very  truly, 


Before  sending  out  this  letter  we  put  it  before  an 
acquaintance  prominent  in  the  advertising  managing  field. 

We  asked  hira  if  in  any  way  it  appeared  to  be  an  over- 
statement. He  said,  "No,  I  think  it  fairly  represents  you." 


[332] 


Makers  of 

MONEYBAK 

Trade-Mark 

Patented 
Selvage 

SILKS 


SALESROOM  AT  NUMBERS  83-8S-S7  GRAND  STREET,  NEW  YORK  CITY 


IN  M£W  CASI  ON  AND  NEW  CASLON  ITALIC 
BORDER  LINEAR  BORDER  NO.  2 
TING   CO..    BOSTON,    MASS. 


imwmmmmm^^ 


York  Silk  Manufacturing  Co. 

ADVERTISING  DEPARTMENT 

York,  Pennsylvania 


Dear  Sir:- 


I  will  call  on  you  by  mail  at  short  Intervals  to  show 


you  why  it  will  he  to  your  advantage  to  carry  a  line  of  the 


*••*♦•  Patented  Selvage  Silks. 


Yours   truly 


§122 


[3331 


YORK  SILK  MANUFACTURING  CO. 

Manufacturers  of  the  Famous  M°!:|™^K  Patented  Selvage  SILKS 


SET   IN    MEMBERS   OF  THE   CHELTENHAM    FAMILY 
POOLE   PRINTING    CO.,    BOSTON,    MASS. 


YORK,  PENNSYLVANIA 


Dear  Sir:- 

Four  years  ago  a  retailer  in  a  large  eastern  city  said 
he  couldn't  sell  high-grade  "black  silks. 

People  wouldn't  pay  the  price. 

■  We  asked  him  to  try. 

He  did  try. 

We  worked  together. 

First  year  he  purchased  $350.52  worth  of  *****  ♦ 
Silks. 

Second  year  he  purchased  $1378.47  worth  of  *****  * 
Silks. 

Third  year  he  purchased  $3985.91  worth  of  *****  * 
Silks. 

Fourth  year  (to  Dec.  1)  $7444.31  worth  of  *****  * 
Silks. 

But  that's  in  a  large  city. 

Let  us  show  you  what  we  are  helping  merchants  in  small 
towns  to  do. 

One  firm  in  a  town  of  5000  in  western  Ohio  took  up  the 
******  line  in  1904. 

Their  first  purchase  was  one  piece  of  *****  * 
costing  $58.85  net. 

First  year  they  purchased  $275.84  worth  of  *****  * 
Silks. 

Second  year  they  purchased  $532.85  worth  of  *****  * 
Silks. 


[334] 


4 II  Reply  to  This  Letter  to  the  Advertising  Department,  York,  Pa.  Salesroom,  Nos.  83-S5-87  Grand  Street,  New  York 


<<.  y)  [{\i  JVllanuiactunng  v^ompany 

MANUFACTURERS  OF     K^ONEYBAl^     PATENTED  SELVAGE  SILKS 

IVi  Trade-Mark  IV 


iM   SHADEO        LITHOTONE   BRASS    RULE 

iJNDERS   COMPANY 


York,  Penn. 


-2- 


Lastyear   (to  Dec.   1)    $1367.17  worth  of 


*  *  •  *  * 


Silks, 


In  1905  a  Michigan  merchant  in  a  small  town  of  3300 
bought  a  trial  order  of  one  piece  of  *****  *  Silk 
amounting  to  $66.13  net. 

His  purchases  for  the  year  amounted  to  $178.63. 

For  the  11  months  ending  Mov.  30,  1906,  this  same 
merchant  has  bought  $422.08  worth  of  *****  *  Silk. 

In  a  California  town  of  2200  a  small  firm  in  1905 
tried  a  half  piece  which  cost  them  $40.47  net. 

Their  purchases  for  the  year  amounted  to  $225.63. 

To  December  1  their  1906  purchases  of  *****  * 
Silk  amounted  to  $760.75. 

Merchants  in  smaller  towns  do  just  as  well. 

Last  year  a  firm  in  a  town  of  1000  in  Missouri  bought 
a  trial  order  in  February.  To  December  1  they  have  already 
purchased  $342.65  worth  of  *****  *  Silks. 

These  few  instances  give  you  an  idea  of  the  growth  of 
the  silk  department  sales  where  the  merchant  takes  up  the 
******  line  and  co-operates  with  us  to  push  it. 

While  we  prefer  the  laying  in  of  a  full  line  at  the 
start,  we  do  not  insist  on  your  doing  so. 

Most  merchants  in  small  towns  start  with  a  piece  of 
the  34  inch  •♦•♦*♦  XX  taffeta  at  $1.22^-  or  the  27 
inch  •*••••  XX  taffeta  at  $1.05. 

Shall  we  send  you  a  piece? 

Yours  truly, 


[335] 


S»LESWOOKI=  88-»5-»T  GR/tNO  STREET,  HEW  YORK  ADVERTISING  DEPARTMENT.  YORK,  PENNSYLVW 

York  S»\k  MaMM^acVurmg  Comjpanu 

MONJIBAK  Te^v^a^^e  SILKS 


Rddress  Reply  to  Tliia  LeUer  to  the  Rdvertia'ing  Deportment 


York,  PcMM. 


SET   IN    BOLD    PEN    PRINT   AND    PEN    PRINT 
POOLE    PRINTING    CO.,    BOSTON,     MASS. 


Dear  Sir:- 

Quality  is  the  reason  for  the  sales  growth  of  the 
******  Patented  Selvage  Silks. 

In  appearance  these  silks  have  a  beautiful  black  luster, 
a  mellow  touch  and  their  wearing  qualities  are  like  the  silks 
our  grandmothers  used  to  wear. 

Another  thing,  we  guarantee  these  silks  to  give  satis- 
faction. If  a  claim  is  made  for  defects  or  poor  wear  which 
is  the  fault  of  the  silk,  we  stand  back  of  you  and  tell  you 
to  adjust  it  to  the  satisfaction  of  your  customer. 

We  would  never  think  of  doing  this  if  the  quality 
wasn't  in  the  fabric. 

******  Patented  Selvage  Silks  are  pure  dye  silks. 

But  that  means  very  little. 

Every  manufacturer  tells  you  the  same  thing. 

Pure  dye  silk  once  meant  pure  silk  with  Just  suffi- 
cient dye  to  give  it  a  lasting  color. 

Now,  it  so  often  means  that  the  silk  fabric  is  purely 
dj;e  and  very  little  silk. 

This  is  a  faot. 

One  of  the  textile  journals  editorially  deplored  this 
condition  in  the  silk  business  and  had  an  analysis  made  of 
three  pieces  of  black  taffeta  silk,  bought  at  one  of  the 
leading  stores  In  New  York  City,  by  Professor  Algeo,  of  the 
Philadelphia  Textile  School. 

One  piece  marked  *•*♦*♦  was  bought  at  $1.00  for 
the  narrow  width;  another,  an  imported  black  taffeta,  same 
width  and  price  was  marked  No.  2  and  the  third  piece  marked 
number  3  was  the  same  width  and  cost  75  cents. 

The  result  of  the  analysis  was  submitted  to  the  editor 
in  the  report  of  Professor  Algeo  dated  March  4,  1904,  in 
which  he  says: - 

"In  accordance  with  your  favor  of  Feb.  18,  1904,  re- 
questing an  analysis  which  would  determine  the  relative 


[336] 


ADDRESS  REPLY  TO  THIS  COMMUNICATION  TO  THE  ADVERTISING  DEPARTMENT,  YORK.  PENNSYLVANIA 


SALESROOM 
83-87  GRAND  ST. 
NEW  YORK 


YORK  SILK 
ANUFACTURING  COMPANY 


Tl•P//l■-'^''.^X^|■|J^v.^MJlra!-',■,.--A'->■■. 


MANUFACTURERS 
OF 


R/IONEYBAK^ 

MtM  tradk-mark  M  ^k 


-mm^mmM 


PATENTED 
SELVAGE  SILKS 


YORK,  PA. 


SET  IN   COPPERPLATE  GOTHIC   SHADED 

fLOftAL   DECORATOR        LITHOTONE   BRASS    RULE 

AHCmCAN   TVPE   FOUNDERS   COMPANY 


-2- 

araounts  of  material  other  than  pure  silk  in  the  three 
samples  of  silk  taffetas  which  you  enclosed,  the  following 
is  submitted  as  a  brief  summary  of  the  results  of  the 
analysis:- 

Seunple  marked  ♦*•**♦  contains  91;^  of  pure  silk. 

Sample  marked  No.  2      contains  72^^  of  pure  silk. 

Sample  marked  No.  3       contains  39;^  of  pure  silk. 

The  term  pure  silk  is  here  used  to  represent  silk 
from  which  the  silk  gum  or  sericin  has  been  removed." 

Pretty  oonolusive  evidence,  isn't  it? 

The  next  best  silk  to  *  *  *  *  •  *  contained  only  72^5^ 
of  silk  and  27^  of  dye. 

Just  think  of  It! 

Three  times  as  much  dye  as  In  *****  *  and  selling 
at  the  same  price. 

Is  it  any  wonder  that  ♦**♦♦♦  was  awarded  a  Grand 
Prize  at  the  Louisiana  Purchase  Exposition  for  its  purity 
and  long  wearing  quality? 

*  ♦  *  ♦  *  •  is  the  silk  that  la  building  up  the  silk 
departments  of  over  a  thousand  merchants  in  the  United 
States  and  it  will  help  yours. 

These  silks  are  made  in  two  weights,  ♦♦*••♦  XXX 
and  *♦**♦•  XX.   The  lighter  weight,  ******  XX,  is 
the  more  popular  and  a  readier  seller. 


♦•*•♦*  XX  Taffota 

23  in $  .90 

27  in 1.05 

34  in 1.22-J- 

35  In 1.35 


*****  XX  Peau  de  Sol© 

20  in $  .95 

23  in 1.10 

26  in 1.30 

30  in 1.45 

36  in 1.65 


Let  us  send  you  a  piece  of  each. 

Yours  truly, 


§122 


[337] 


York  5ilk  Manufacturing  Company 

MONHBAK  sTl^vTg^E  51 LK5 


Address  Reply  to  This  Letter  to  the 
Advertising  Department 


SET   IN    BULFINCK   OLDSTYLE        BULFINCH    BORDER 
POOLE   PRINTING   CO.,    BOSTON,    MASS. 


York,  Penn. 


Dear  Slr:- 

There  are  three  reasons  why  we  authorize  you  to  adjust 
without  quibbling  any  reasonable  claims  for  poor  wear  of 
the  *  *  ♦  *  *  *  Silks. 

The  first  is  the  quality  of  the  silk. 

The  second  is  the  purity  of  the  dye. 

The  third  is  the  patented  detachable  selvage. 

Two  of  these  features  would  not  be  sufficient  to  make 
up  the  perfect  ******  fabric.   The  three  are  absolutely 
necessary. 

No  matter  how  pure  the  dye  or  high  the  quality  of  the 
silk,  if  the  manufacturer  cannot  separate  the  perfect 
pieces  from  the  imperfect,  they  all  must  be  sold  bearing 
the  trademark  of  perfection. 

That  is  the  superior  point  about  the  *••♦•♦ 
Patented  Selvage  Silks. 

Notice  on  the  enclosed  sample  how  the  selvage  is 
attached. 

You  will  --je  that  the  patented  detachable  selvage  is 
not  a  necessary  part  of  the  fabric,  and  can  be  removed 
without  damaging  the  edge  because  there  is  another  or  inner 
binding. 


[338] 


YORK  SILK  MANUFACTURING  CO. 


SALESROOM 

83-85-87  Grand  Street 

New  York 


.ED   ROMAN        WAYSIDE   ORNAMENTS 
■(PC   FOUNDERS   COMPANY 


EYBA 


A  ▼  Jl  Trade-Mark 

PATENTED  SELVAGE  SILKS 


K 


ADVERTISING  DEPT 
YORK,  PENN. 


-2- 

In  this  way  every  defective  piece  of  *  *  *  *  *  *  Silk, 
whether  it  be  the  fault  of  spinning,  dyeing,  weaving  or 
finishing  is  cast  aside  and  the  trademark  removed  and  the 
silk  disposed  of  through  other  channels. 

Perfect  pieces  only  bear  the  ♦♦*♦♦♦  Patented 
Detachable  Selvage  and  these  you  are  authorized  to  sell 
with  our .guarantee  that  they  will  give  satisfactory  wear. 

If  by  any  possibility  they  do  not,  you  are  told  to 
adjust  any  reasonable  claim  to  the  satisfaction  of  your 
customer. 

That  will  mean  a  great  deal  to  you  because  satisfied 
customers  are  your  best  advertisements. 

Every  one  sends  you  another. 

That's  why  it  will  be  to  your  advantage  to  co-operate 
with  us  in  pushing  the  *****  *  Patented  Selvage  Silks. 

The  wide  widths,  due  to  the  fullness  of  garments,  are 
the  beat  sellers  at  present. 

For  that  reason  we  advise  you  to  take  a  piece  of  the 
34  inch  *♦**♦•  XX  taffeta  at  $1.10  for  a  start. 

When  shall  we  send  it? 

Now  or  January  15? 

Yours  truly, 


.22 


[339] 


The  York  Silk  Manufacturing  Go. 


Advertising  Department 


IS 


ONEYBA 


Trade -Mark 


PATENTED  SELVAGE  SILKS 


York,  Pa. 


SET   IN    HEARST  AND   HEARST   ITALIC        HEARST   INITIALS 
PQOLE    PRINTING   CO.,    BOSTON,    MASS. 


Dear  Sir:- 

You  have  read  what  I  say. 

Now  read  what  a  firm  who  has  been  handling  the  ♦  *  *  • 
line  for  four  years  says: 

"We  placed  this  silk  in  stock  four  years  ago  hecause 
In  our  judgment,  it  was  the  host  silk  on  the  market  for  all 
purposes.   We  made  no  mistake  -  as  hundreds  of  customers 
that  have  bought  ***•♦♦  Silks  will  testify.   Ask 
anyone  that  has  a  *****  *  Silk  and  they  will  tell  you, 
as  they  have  us  -  'The  best  silk  I  have  ever  bought.'" 

But  read  their  advertisement  which  we  enclose. 

They  made  no  mistake  -  neither  will  you  if  you  put 
In  the  *****  *  line. 

If  you  do  this  at  once,  we  will  confine  it  to  you  for 
your  town,  and  help  you  sell  it. 

Suppose  you  start  with  a  piece  of  the  26  inch  ♦  ♦  *  * 
XX  taffeta  at  90  cents  or  a  piece  of  the  34  inch  ***** 
XX  taffeta  at  $1.10,  or  both. 

The  selling  helps  will  follow  at  once. 

Yours  truly, 


[340] 


;  Keply  to  This  Letter  to  the  Advertising  Department 


CD   C 


3    □    C 


YORK  SILK  MANUFACTURING  CO. 


SUPERIOR  M^iifeiS     K  SELVAGE  SILKS 

WE  ARE  THE  SOLE  MANUFACTURERS  OF  THIS  CELEBRATED  MONEYBAK  SILK 


IDI 


SALESROOM:  83-85-87  GRAND  STREET,  NEW  YORK    ▼    ADVERTISING  DEPARTMENT:  YORK,  PENNSYLVANIA 


I]   cn   C 


3    □    C 


URY   FXPANDED        CENTURY   BORDER 
;   ORNAMENTS 
HNC   CO-,    BOSTON,    MASS. 


York,  Penn. 


Dear  Sir:- 

I  enclose  a  copy  of  our  Spring  1907  price  list  showing 
the  various  weaves  and  widths  in  which  the  **♦♦♦♦  silks 
are  made. 

These  prices  are  subject  to  a  discount  of  6/10/eo  days 
extra. 

Each  dealer  selling  •♦♦♦♦*  Silks  receives  a  copy 
by  mail  and  our  salesmen  are  not  allowed  to  make  any  devia- 
tions in  these  prices. 

Thus  you  buy  the  ******  silks  with  as  much  advan- 
tage by  mail  as  if  visited  by  our  salesmen. 

The  retail  prices  given  in  the  pamphlet  are  not  adver- 
tised because  distant  merchants  cannot  sell  the  silks  at  as 
low  a  price  as  those  nearer  our  New  York  salesrooms. 

We  have  no  objection  to  your  asking  more  but  wo  don't 
want  you  to  sell  them  below  these  figures. 

That's  fair,  isn' t  it? 

It  is  our  aim  to  protect  and  co-operate  with  all  the 
******  dealers  in  every  way. 

As  a  trial  let  us  send  you  a  piece  each  of  *****  * 
XX  27  inch  taffeta  at  $1.05  and  *******  XX  34  inch 
taffeta  at'$1.22^. 

Yours  truly, 


[341] 


The  York  Silk  Manufacturing  Company 


MAKERS  OF 

MONEYBAK 

Trnde-Vfnrk 

PATENTED  SELVAGE 

Advertising  Department  mTT  1^^ 


York,  Pa. 


SET   IN    CONDENSED    LITHO 

POOLE    PRINTING   CO.,    BOSTON,    MASS. 


Dear  Sir:- 

How  much  do  we  spend  advertising  the  •♦♦**♦  silks? 

Let's  put  it  another  way. 

How  much  do  we  spend  in  co-operation  with  dealers  to 
push  the  sales  of  the  •**♦♦♦  Silks  in  their  own  locali- 
ties? 

That's  better. 

It  all  depends.  Of  our  1050  agents,  some  are  in 
districts  where  people  want  the  "best  of  everything  and  are 
willing  to  pay  a  reasonable  price  for  it.  Others  are  not 
80  fortunate  and  must  educate  their  patrons  that  it  pays 
to  buy  the  best  merchandise. 

It  is  in  such  places  that  we  spend  most  of  our  adver- 
tising money. 

It  shows  results,  too. 

Merchants  who  never  handled  silks  over  a  dollar  a 
yard  are  surprised  to  find  how  the  •***♦*  Silks  are 
preferred  after  they  are  brought  to  the  attention  of  their 
patrons. 

But  to  answer  the  question  of  how  much  we  spend  to 
co-operate  with  j^ou  in  pushing  the  sales  of  these  silks. 

By  our  last  financial  statement  the  total  amounted  to 
$139,327.87. 

Divide  this  amount  by  the  number  of  *****  •  dealers 
and  you  have  ^our  answer. 

Think  for~a""moment  what  co-operation  like  this  year 
in  and  year  out  will  mean  for  your  silk  department  and  your 
store  generally. 

Think,  too,  what  it  would  mean  to  you  if  your  competi- 
tor were  employing  this  force  against  you. 

The  opportunity  is  yours. 

Will  you  take  it? 

Let  us  know  at  once  so  that  we  can  get  to  work  on  your 
selling  helps. 

Per  a  start  we  advise  a  piece  each  of  the  27  inch 
•  *  *  *  •  *  XX  taffeta  at  $1.05  and  34  inch  ******  XX 
taffeta  at  $1.22^. 

Yours  truly, 


[342] 


|i  'ss  Reply  to  This  Letter  to  the  Advertising  Department,  York,  Penn'a 


Salesroom,  Numbers  83-85-87  Grand  Street,  New  York  City 


YORK  SILK  MANUFACTURING  COMPANY 


^/^ 


MANUFACTURERS  OF 


=^ 


MONEYBAK 

1  radtf-Maik 


PATENTED  SELVAGE  SILKS 


f\     CHFUTENHAM   OLDSTVLE   CONOCNSEO        NEWSPAPER    BORDER 
ft     'HINTING   CO.,    BOSTON,    MASS. 


York,  Penn'a 


Dear  Slr:- 

We  help  you  sell  the  ♦•*•••  Silks  through  your 
looal  dressmakers. 

How  many  are  there  in  your  vicinity? 

Do  they  all  deal  at  your  store? 

They  will  if  you  sell  the  ♦  •  *  ♦  *  *  Silks. 

Why? 

Simply  because  we  make  it  worth  while  for  them  to  do  so. 

Read  the  enclosed  offer  which  we  authorize  you  to  make 
them. 

Por  every  twenty-five  yards  of  the  •*♦*♦*  selvage 
which  they  return  to  us  we  will  send  them  one  yard  of  the 
twenty-six  inch  ♦♦♦***  XX  taffeta  which  you  retail  a* 
$1.25  a  yard. 

Think  of  it! 

Every  yard  of  *****  *  selvage  they  return  to  us  is 
worth  five  cents  to  them. 

And  there  are  a  lot  of  them  returning  it. 

Read  the  letters  which  they  write  us. 

In  our  New  York  salesrooms  there  is  a  ball  measuring 
nineteen  inches  in  diameter  and  which  contains  more  than 
thirty-five  thousand  yards  of  the  returned  ♦•♦*** 
selvage. 

You  can  readily  see  by  this  offer  the  dressmakers 


[343] 


SALESROOM:  83-85-87  GRAND  STREET,  NEW  YORK 


ADVERTISING  DEPARTMENT:  YORK,  PENNSYLVAN 


^oxk  #iik  Jfllanufairtein^  Company 


fiS^Sl  MONEYBAKfirvTIi  SILKS 


Address  Reply  to  This  Letter  to  the  Advertising  Department 


SET   IN    SHAW   TEXT,    RECUT   CASLON   AND    NEW   CASLON 
POOLE   PRINTING    CO.,    80ST0N,    MASS. 


York,  Penn. 


help  you  increase  your  silk,  notion,  lining  and  other  sales 
because  your  store  will  \>e   the  only  one  at  which  they  can 
buy  the  •  *  ♦  *  *  ♦  Silks. 

We  are  confining  towns  daily  for  an  increasing  number 
of  merchants  and  the  opportunity  is  yours  if  you  are  the 
first  to  send  in  your  order  for  immediate  or  future  de- 
livery. 

Don't  delay. 

Simply  make  a  note  of  'he  silk  and  helps  you  want  on 
the  bottom  of  this  sheet  and  return  it  to  us. 


We  will  send  them  to  you  with  the  least  possible  delay 
or  hold  them  for  you  until  Spring. 


town. 


In  that  way  you  will  be  sure  of  the  agency  for  your 
Very  truly  yours, 


Silk: 


Soiling 
Helps 


Mdse.  envelopes, 

Booklets, 

Signs, 

Electrotypes, 

Dressmaker  propositions, 

Neune 

Town     


[344] 


i'ORK  Silk  Manufacturing  Co. 


lanufacturers  of  Famous  Ifi.,  TriS.J^k  J\  Patented  Selvage  SILKS 

.-room  at  Numbers  83-85-87  Grand  St.,  New  York  ^dVGi'ti}^7t^'^Ef00&i'tfTtGttt  Advertwing  Department,  York,  Pennsylvania 


kbers  of  the  bononi  family 
■ornaments 
KtVpE  founders  company 


York,  Pennsylvania 


Dear  Sir:- 

Your  competitors  help  you  advertise  the  ***•*• 
Silks. 

They  can't  help  it. 

They  do  it  in  self-defense. 

Best  of  all  they  advertise  these  silks  to  the  women 
you  have  the  most  d*ifficulty  in  reaching. 

It's  this  way. 

Your  competitor  knows  as  well  as  you  do  that  the  •  •  • 
Silks  are  superior  to  all  others. 

By  the  distribution  of  the  selling  helps  you  give 
every  woman  In  your  vicinity  facts  and  evidences  which  con- 
vince thera  that  the  *****  *  Silks  are  the  best  silks 
they  can  buy. 

You  are  the  only  one  from  whom  they  can  buy  them. 

The  women  who  buy  at  your  competitor's  ask  him  for 
them. 

He  does  not  have  ther;.. 

Offers  thera  something  else. 

They  tell  him  about  the  good  points  of  the  •**♦♦» 
Silks  and  the  weak  points  of  others  so  that  he  must  defend 
his  own  goods  and  in  this  way,  by  his  counter  attacks  and 
explanations  he  puts  his  customers  in  a  position  of  cham- 
pioning the  *****  *  Silks. 


1345] 


SALESROOM:  83-85-87  GRAND  STREET/NEW  YORK 


ADVERTISING  DEPARTMENT:  YORK,  PENNSYLVAN] 


!f  orK  ?UK  ifianuf  aetumB  Company 


MONEYBAlf 
TRADE-MARK  A^. 

PATENTED  SELVAGE  SILKS 


YORK,  PA. 


£ET    \N    CHURCH    TEXT   AND    CLOISTER   TITLE 
AMERICAN   TYPE    FOUNDERS   COMPANV 


-8- 

When-once  you  get  women  using  your  arguments  to  con- 
vince another  person  they  are  pretty  certain  to  convince 
themselves  by  the  force  of  their  own  eloquence  and  your 
proofs. 

See  how  it  works  out. 

A  retailer  in  the  South  used  our  selling  helps  to  such 
good  advantage  that  his  competitor  couldn't  stand  it  any 
longer. 

He  "hollered." 

Said  his  own  taffeta  silks  were  the  peer  of  any  silk 
manufactured,  ♦♦♦♦**^oj-  any  other  made. 

Read  his  advertisement  which  the  delighted  ***•♦♦ 
agent  sent  us. 

Judging  from  the  way  this  ******  agent's*  sales 
are  growing,  this  advertisement  bought  and  paid  for  by  his 
competitor  was  the  best  he  ever  had. 

Shows,  too,  that  our  selling  helps  do  help. 

They'll  help  you. 

If  you  send  us  your  order  for  immediate  or  future 
delivery  at  once,  you'll  be  sure  of  securing  the  agency 
and  we  will  get  to  work  on  your  selling  helps. 

Yours  truly. 


[346] 


The  York  Silk  Manufacturing  Company 

MONEYBAK  P^t«"t«<'  Qll  K^ 
TRADEMARK  l\        SciVaQe         J   |    L  I V  J 


i/ertising  Department 

YORK,  PA. 


AurACE   GOTHIC 
■.riNG    CO.,    aOSTON,    MASS. 


Dear  Sir:- 

You  want  to  know  how  we  help  you  sell  ****** 
Silks. 

There  are  a  numher  of  ways. 

One  of  the  best,  as  many  merchants  tell  us,  is  tho 
merchandise  envelopes  we  supply  free  for  their  use. 

These  envelopes  will  save  you  a  part  of  your  necessary 
fixed  expenses  as  we  furnish  them  free  and  pay  the  freight 
to  your  town. 

The  envelopes,  as  you  will  notice  from  the  enclosed, 
are  nicely  printed  in  two  colors  and  will  have  your  name 
printed  on  as  the  dealer  selling  ******   silks. 

These  afford  a  good  way  to  tell  the  *♦*•♦♦  story 
to  every  woman  who  huys  at  your  store. 

Besides,  every  envelope  you  send  out  is  an  advertise- 
ment not  only  for  ♦♦*♦♦♦  Silks,  of  which  you  are  the 
only  dealer  in  your  town,  hut  for  your  entire  store  as  well. 

You  can  readily  see  by  your  own  experience  how  this 
direct  advertising  helps  you. 

For  instance,  we  advertise  ♦•*♦♦♦  silks  in  the 
trade  papers. 

You  do  not  seem  to  notice. 

But  we  come  direct  to  you  with  a  letter. 

You  read  it  and  it  makes  an  impression  upon  you. 


[347] 


YORK  SILK  MANUFACTURING  COMPANY 

[JT^I IHt^^t =l[=n=-ll IF= i[:^=iB| ^"==11 

r  MONEYBAI/ PATENTED  r  II  |/C    I 

|j  1^1      Trade-Mark      f\     SELVAGE      DILlXD  J 

Isi ip===ir=n=ii=i[^==n  n=Jlr 


Advertising 

Department 


ET   IN   CLEARFACE   GOTHIC        ACME    BORDER 
MERICAN    TYPE    FOUNDERS   COMPANY 


YORK,  PENN. 


-2- 

You  receive  another. 

The  impression  deepens. 

Thereafter  when  you  pass  your  silk  counter  you  natur- 
ally think  of  *****  *  Silk. 

You  can't  help  it. 

So,  too,  with  the  women  who  buy  at  your  store. 

They  will  hear  so  much  of  *****  ♦  Silk  that  when 
they  are  ready  to  huy,  they  will  want  ♦•*♦*♦. 

This  will  be  profitable  to  you  for  several  reasons. 

First,  you  will  sell  more  silk  than  you  do  now. 

Second,  your  increased  profit  resulting  from  more  sales. 

Third,  your  customer  will  be  well  pleased  and  will  send 
another. 

Fourth,  your  store  will  maintain  its  reputation  for 
carrying  the  best  in  every  line. 

Fifth,  the  *•*♦♦•  envelopes  will  save  you  the 
expense  of  buying  others  ajnd  you  save  the  freight. 

Kindly  advise  us  when  you  will  take  the  agency  so  that 
we  can  get  to  work  on  your  envelopes  and  other  selling  helps. 

Yours  truly, 


[348] 


Ilress  Reply  to  This  Letter  to  the  Advertising  Department 


^ 


^  t/?'  tJ  >V  trf  C-"  ■l."'  ^/  't-i'  'V  C-'" 


C-'  Ci'  Cft' 


£- 


\brk  Silk  Manufacturing  Co.  I 


MONEYBAK  ^ 

IVX  TRADE-MARK  1.  ^    L 


PATENTEDfeQ-11 

selvage!  oUKS 


Salesroom:  83-85-87  GRAND  STREET,  NEW  YORK  CITY   ste    .«?   ADVERTISING  DEPARTMENT,  YORK,  PA. 


?rit^;?r*«^a^»!a:J^J5aL^siL^^^ 


STINO  COMPANV 
■.1ASS. 


York,  Pa. 


Dear  Sir:- 

Do  you  have  a  mailing  list? 

Good! 

Let  us  know  how  many  names  you  have  so  that  we  can 
co-operate  with  you  in  selling  the  *  *  *  •  *  *  Silks  to 
every  woman  in  your  vicinity  who  is  likely  to  buy  silks. 

How? 

Simply  by  having  you  tell  her  the  same  story  we  have 
been  telling  you. 

We  make  this  easy  for  you  by  giving  you  as  many  book- 
lets, like  the  enclosed,  as  you  need  to  go  round  your  list. 

That  will  mean  a  lot  of  additional  business  for  you. 

Not  only  that,  but  it  will  make  your  store  known  as  the 
silk  store  of  your  community. 

A  reputation  worth  striving  for. 

But  read  the  booklet. 

Yours  will  bear  your  imprint  on  the  front  and  back 
covers  and  by  sending  it  by  mail  you  will  reach  your  cus- 
tomer when  she  is  at  rest  and  her  mind  receptive. 

It  will  not  go  the  way  of  other  booklets  because  it 


[349] 


SALESROOM:  83-85-87  GRAND  STREET.  NEW  YORK  ADVERTISING  DEPARTMENT:  YORK,  PENNSYLV/ 


YORK  SILK  MANUFACTURING  COMPANY 


^{AK^OF  lyiONEYBAK   PATENTED  OfT    L^O 
SUPERIOR  iVl      TRADEMARK      A^  SELVAGE  >^lJ_-il^kJ 


Address  Reply  to  This  Letter 
to  the  Advertising  Department 


Yorl^,  Penn. 


SET    IN    MEMBERS   OF   THE   CHELTENHAM    FAMILV   AND    BOXHEAD   GOTHIC 
POOLE    PRINTING    CO.,    BOSTON,    MASS. 


-2- 

oomea  direct  from  you  and  she  knows  there  is  something 
Important  in  it  for  her. 

Then,  too,  it  will  reach  her  after  she  has  seen  the 
merchandise  envelopes  and  signs  in  your  store  and  possibly 
the  silk  itself. 

In  this  way  ******  silk  is  not  a  stranger  hut  a 
familiar  friend  introduced  by  one  in  whom  she  has  confidence. 

She  learns  all  its  good  points  and  you  fortify  her 
with  facts  and  evidence  about  the  superiority  of  *  *  *  *  * 
aind  the  weak  points  of  others  so  that  when  she  is  ready 
to  buy  silk,  she  will  want  ♦♦****  and  no  other. 

All  this  information  she  will  remember  and  will  be 
ready  to  impart  it  to  anyone  who  even  mentions  silk. 

Think  what  this  will  mean  to  your  store. 

The  merchandise  envelopes,  booklets,  signs,  electro- 
types of  advertisements  and  other  selling  helps  will  be 
forwarded  as  soon  as  possible  after  you  take  the  agency. 

Write  for  it  before  the  advance  in  prices  which  takes 
effect  December  15th  and  we  will  confine  it  to  you  for  your 
town . 

Yours  truly, 


[350] 


THE  YORK  SILK     ,^^t  monfyrai^ 
[MANUFACTURING  ^  ^^^^:z.J^ 
COMPANY         ^        SILKS 

vc  tising  '-Department 

YORK.  PENN. 


MEMBERS   OF   THE   CLOISTEB   FAMILY 
id   ORNAMENT 

Ian  type  founders  company 


Dear  Sir:- 

Your  satisfaction  will  be  great  if  you  sell  the  *  •  *  ♦ 
Silks. 

I  know  this  from  the  experience  of  other  merchants. 

Read  the  enclosed  letter  from  one  of  them. 

Here's  what  they  say: 

"Our  success  in  sales  and  satisfied  customers  through 
the  distinctive  high  quality  of  the  *****  *  Silk  and 
the  literal  publicity  given  to  the  difference  between  good 
and  bad  silks  means  that  our  house  is  talked  about  in  con- 
nection with  purchasers  who  desire  high-grade  silks  and  our 
store  as  the  place  to  get  them." 

Pretty  strong,  isn't  it? 

Bears  out  what  I've  been  saying  about  the  quality  of 
the  ♦♦'*♦♦*  Silks  and  the  advertising  helps  we  supply. 

This  firm  says  further: 

"Merchants  and  consumers  are  weary,  worn  out,  out  of 
patience  and  thoroughly  disheartened  with  poor  silks." 

No  wonder! 

Not  much  satisfaction  in  selling  such  goods. 

This  firm's  experience  is  very  similar  to  that  of 
another  large  house  who  advertised  the  *♦**♦•  Silks 
in  this  way: 


[351] 


THE  YORK  SILK  MANUFACTURING 

COMPANY  ^^^  \/ONEYBAl/'  "^^^^^^""^ 

X  V  i  TRADE-MARK  A  ^      O  1  L  Iv  k., 


Salesrooms:  Nos. 83-85-87  Grand  Street,  New  York 


ADVERTISING  DEPARTMENT 


Tork,  Penn. 


SET   IN    PACKARD        FLORAL    DECORATOR 
AMERICAN   TYPE    FOUNDERS    COMPANY 


"You  have  learned  that  it  doesn't  pay  to  buy  doubtful 
silksv  We  have  always  known  that  it  didn't  pay  to  sell 
doubtful  silks.  Being  agreed  upon  this  it  will  be  easy  to 
come  together  in  rallying  'round  the  standard  of  "*  *  *  *", 
The  Honest  Silk." 

We  enclose  a  copy  of  their  advertisement. 

Near  the  end  of  it  they  say: 

"We  should  say  that  we  have  been  selling  the  •  ♦  *  •  * 
Silks  for  many  months,  and  that  we  have  rarely  ever  had  a 
customer  demand  the  return  of  the  price  paid  because  of  any 
defect.  The  satisfaotion  that  oomes  through  selling  such 
silks  is  great  indeed  to  us  as  it  must  be  a  satisfaotion  to 
those  who  use  them." 

You  can  easily  imagine  the  feelings  of  a  firm  who 
advertises  the  ••♦•♦♦  silks  in  this  manner. 

Shows  that  they  have  great  confidence  in  them. 

You  will  have  the  same  confidence  and  satisfaction  if 
you  sell  your  customers  the  ••***♦  silks. 

Suppose  you  try  a  piece  or  so  before  the  Spring  rush 
and  lot  me  know  the  result. 

Say  a  piece  each  of  the  26  and  34  inch  ******  XX 
taffeta. 

Yours  truly, 


[352] 


York  Silk  Manufacturing  Co. 


SALESROOM 

[i3-8S-87  Grand  Street 

New  York 


a 


:3a 


MAKERS  OF  THE  WORLD   FAMOUS 

MONEmR  XT^?  SILKS 


Advertising  Department 
York,  Pa. 


HELL  AND   CONDENSED   WINCHELL 
rPE   FOUNDERS   COMPANY 


York,  Pa. 


Dear  Sir:- 

You  needn't  bother  writing  silk  advertisements,  if  you 
sell  the  *****  *  Silks. 

We'll  do  that  for  you. 

The  enclosed  booklet  shows  a  number  we  have  all  ready 
set  up  in  type  to  send  you. 

These  can  be  used  separately  as  described  on  the  first 
page  or  combined- as  shown  in  the  advertisement  we  enclose. 

The  electros  consisting  of  type  matter  and  illustra- 
tions are  equally  good  for  circulars,  folders,  fashion 
sheets  and  newspapers. 

If  your  advertisements  are  illustrated,  so  much  the 
better.   A  picture  always  attracts  and  tells  the  story 
quicker  and  is  more  effective  than  mere  type. 

Leading  merchants  everywhere  appreciate  this  fact  afid 
in  the  larger  cities,  large  forces  of  experts  are  employed 
to  prepare  this  business  news  and  the  outlay  for  planning, 
writing  and  illustrating  is  considerable.   In  the  smaller 
towns  you  do  not  enjoy  these  advantages  and  your  advertise- 
ments represent  harder  work  and  a  proportionate  increase  in 
expenses  for  illustrations  and  cuts. 

If  you  sell  the  *♦•♦•*  Silks,  we  relieve  you  of 
this  work  and  expense  by  sending  you  as  many  of  these  elec- 
tro typed  advertisements  as  you  can  use. 

Think  of  the  benefit  your  store  will  derive  from  all 
this  advertising. 

It  will  be  the  one  most  talked  about  in  your  community. 

Better  take  the  opportunity  now. 

It's  yours  with  your  first  order  for  *•♦•••  Silks. 

Suppose  you  start  the  new  year  with  a  piece  each  of  the 
,.>,  TT  *♦***♦  t.Affeta  and  34  inch  XX  *****  * 


26  inch  XX 
taffeta 


taffeta  and  34  inch  XX 
Yours  truly, 


[353] 


Salesrooms,  No.  83-85-87  Grand  Street,  New  York 

THE  YORK  SILK  MANUFACTURING  cd 

MAKERS  OF 

JSAONEYBAK- 

*  *  Trade-Mark  ■••    »■ 

PATENTED  SELVAGE 

SILKS 

York,  Penn. 


Advertising  Department 


SET   IN    DELLA    R08BIA        DELLA    ROBBIA   ORNAMENT 
POOLE   PRINTING    CO.,   BOSTON,   MASS. 


Dear  !)Lr:- 

See  v.hat  the  big  retailers  say  of  the  *  *  *  ♦  *  ♦  Silks. 

A  Philadelphia  finn  says: 

"There  iii  an  honest  black  silk  made  in  York,  Pennsyl- 
vania.  It  is  called  •*♦*••  ♦!.  and  the  name  means  this: 
The  merchant  gives  the  customer's  money  hack  if  the  silk  is 
a  cheat  or  'goes  wrong'  -  and  the  mill  stands  the  loss." 

Note  the  evident  pride  in  the  next  sentence: 

"We  have  the  selling  of  it." 

A  Minneapolis  firm  says: 

"The  best  black  silks  made  in  America  are  the  justly 
famous  *♦*•*•  Brands  which  stand  for  perfection  in 
weave,  quality  and  satisfaction." 

.A  Chicago  firm  v/rites  as  follows: 

"When  you  see  the  name  ******  on  the  selvage  (5f 
black  silk  it  means  silk  insurance." 

A  leading  Kew  York  merchant  speaks  about  "the  well- 
known  wearing  qualities  for  which  the  •••*••  Silks  have 
become  famous." 

The  Boston  Silk  Store  advertises  them  as  "the  celebrated 
production  of  the  best  and  most  progressive  manufacturers  in 
this  great  country." 

But  read  their  advertisements  which  we  enclose. 

They  speak  for  themselves. 

Note  the  pride  and  satisfaction  expressed  by  each  of 
these  firms  because  they  have  the  selling  of  the  ****** 
Silks. 

They  havo  been  selling  them  for  some  years  and  find 
the  demand  steadily  increasing. 

So  will  you. 

Send  us  your  order    to-day   for  a  piece   of   the   26   inch 
*♦♦•■**  XX   taffeta  cr   the   34   inch    ******  XX   taffeta 
and   we  will   confine    the    .  -ile   of  it   to  you   for  your   town. 

We'll  help  you  sell    it  as  we   do   for  others. 

Yours   truly, 


[354] 


York  Silk  Manufacturing  Co. 


MAKERS  OF 


SALESROOM 

83-85-87  GRAND  STREET 

NEW  YORK 


[m  ME*VY  COPPERPLATE  GOTHIC  ANT) 
'ERPLATE   QOTHIC    BOLD 
TICAN   Type   FOUNDERS    COMPANY 


MONEYBAK 

TKADE  MANK 

PATENTED    SELVAGE 

SILKS 


ADVERTISING    DEPARTMENT 
YORK.   PENN. 


YORK.  PENN. 


Hear  Sir:- 

A  western  firm  writes: 

"What  does  the  ******  guarantee  mean?  Wo  have 
had  considerable  experience  with  silk  to  our  sorrow  and 
have  decided  to  confine  our  silk  business  to  one  line  as 
nearly  as  possible  for  we  realize  we  can  have  a  cleaner  and 
more  satisfactory  stock  and  our  advertising  will  give  better 
-'^rults.  •' 

Good! 

More  than  a  thousand  progressive  merchants  have  arrived 
at  the  sajne  conclusion  and  large  numbers  are  doing  so  right 
■along. 

But  that's  not  the  point. 

I  want  to  explain  the  ******  guarantee  and  what 
it  means  to  you  as  I  did  to  this  firm. 

Read  the  enclosed  copy  -  front  and  back. 

It  says  to  your  customer:  "In  case  your  *•*•♦* 
Silk  gives  unsatisfactory  wear  return  the  garment  with  this 
coupon  to  thfe  merchant  from  whom  It  was  bought." 

That  means  you  because  you  are  given  the  exclusive 
agency. 

"The  purchase  price  will  be  refunded  on  all  ♦••**♦ 
Silk  that  proves  defective  with  reasonable  and  ordinary 
wear." 

That's  clear,  isn't  it? 

Now  let's  explain  it  by  an  example: 

Suppose  one  of  your  customers  buys  and  has  made  up 
a  dress  pattern  of  *****  *  Silk  which  fades,  cuts  and 
goes  wrong. 

She  should  by  all  means  return  it  to  you  with  this 
coupon. 


[355] 


ADDRESS  REPLY  TO  THIS  LETTER  TO  THE  ADVERTISING  DEPARTMENT 

The  York  Silk  Manufacturing  Co. 

MAKERS  OF 

MONEYBAK 

'*-'-'■  Trade-Mark  -^  ^- 

VTED  SEL 

SILKS 

York,  Pa. 


SALESROOMS  ItI  XdMR  -T^  ADVERTISING) 

''"' NEwToT  '''■  PATENTED  SELVAGE  department 

NEW  YORK  YORK,  PA. 


SET  IN  CRAWFORD  AND  CRAWFORD    TALiC 
THE  H.  C.   HANSEN  TYPE  FOUNDRY 
BOSTON  AND  NEW  YORK 


If  the  claim  is  a  reasonable  one  and  the  trouble  is 
the  fault  of  the  silk,  you  are  authorized  to  satisfy  your 
customer's  claims. 

We  will  at  once  send  you  the  amount  in  silk  or  cash 
that  you  think  is  due  your  customer. 

We  can  depend  on  your  fairness  in  this  matter  be- 
cause it  is  to  your  interest  as  well  as  ours  to  prevent 
any  unfair  claims. 

There  are  so  few  claims  presented  that  we  insist  upon 
having  all  defective  garments  returned  to  us  for  examination. 

In  this  way  only  can  we  tell  why  the  silk  went  wrong 
and  it  enables  us  to  prevent  anything  like  it  happening 
again. 

Nine  out  of  every  ten  claims  which  have  been  presented 
have  been  from  the  causes  shown  in  the  enclosed  folder  en- 
titled "The  Wrong  Treatment  of  Silk." 

For  your  as  well  as  our  own  protection,  we  send  you  a 
number  of  these  for  distribution  among  purchasers  of  silk 
at  your  store. 

You  see  the  **♦♦**  guarantee  is  a  preventative  of 
silk  troubles  and  not  a  money  solace  for  them. 

Your  customers  want  silk  that  will  wear  and  the  guar- 
antee we  give  with  ♦*♦***  is  the  way  we  show  our 
confidence  in  its  worth. 

Your  confidence  will  be  just  as  great  if  you  sell 
these  silks  and  this  guarantee  is  yours  if  you  take  the 
agency  for  your  town. 

When  will  it  suit  you  to  take  it? 

Yours  truly, 


[356]  ;;§1! 


TORK  SILK  MANUFACTURING 
COMPANY  M«E™^K  Tl^aII'  SILKS 


York,  Pennsylvania 


uuNi    BOLD  AND   BODONt   BOLD   ITALIC 
TYPE   FOUNDERS   COMPANY 


Dear  Sir:- 

A  merchant  in  an  Ohio  town  of  1,500  writes  as  follows:- 

"I  expect  to  mail  you  an  order  shortly  for  another 
piece  of  34  inch  *****  ♦  XX  taffeta  as  I  have  sold  about 
half  of  what  I  have  and  had  a  customer  ask  for  it  to-day. 
She  saw  the  ad  in  our  weekly  paper  and  I  sold  her  a  waist. 
I  predict  that  I  will  do  a  nice  business  on  this  silk  and  am 
pleased  to  hear  that  you  will  protect  me  as  to  the  exclusive 
sale  on  all  the  *****  *  Silks." 

Now  I  want  to  tell  you  how  we  protect  you  from  competi- 
tion on  the  *****  *  Silks. 

In  the  first  place  each  piece  of  *****  *  Silk  is 
numbered  on  the  wrapper  and  on  the  end  of  the  piece  like 
any  other  piece  of  silk. 

Both  these  numbers  can  easily  be  removed. 

For  that  reason  we  perfected  a  method  which  enables  us 
to  impress  the  number  at  intervals  of  a  yard  and  a  half  on 
the  selvage  across  the  piece  from  the  detachable  selvage. 

This  number  is  not  very  noticeable  and  cannot  be  removed. 

The  fact  that  the  retailers  know  that  we  can  trace 
every  piece  effectually  prevents  any  of  them  from  reselling 
******  Silks  to  other  merchants. 

In  case  any  should  do  so,  we  can  easily  find  who  is 
responsible  for  the  trouble  and  their  source  of  supply  is 
immediately  cut  off. 

Thus  you  see  we  give  you  the  exclusive  agency  for 
the  ******   Silks,  help  you  sell  them  and  protect  you 
from  competition  after  the  women  of  your  vicinity  become 
acquainted  with  them. 

We'll  do  our  part. 

See  the  result  of  this  co-operation. 

Many  merchants  who  have  taken  on  the  line  since  we 
began  writing  you  have  sent  in  re-orders  for  from  one  to 
nine  pieces. 

You  can  do  just  as  well  if  you  take  a  piece  of  the 
27  inch  ♦  *  ♦  *  *  •  XX  taffeta  at  $1.05  or  the  34  inch 
******  XX  taffeta  at  $1.22^. 

Yours  truly. 


[357] 


ADDRESS     REPLY    TO    THIS     LETTER    TO    THE     COMPANY     AT     YORK,     PA. 

THE  YORK  SILK  MANUFACTURING  COMPANY 


MAKERS  OF 


■SALESROOMS 

83-85-8r  GRAND  STREET 

NEW  YORK 


SET  BY  THE 

POOLE  PRINTING  COMPANY 

BOSTON,  MASS. 


A/lONEYBAr 

^^  ^  Trade-Mark  ^  ^ 

PATENTED    SELVAGE 

SILKS 

YORK,  PA., 


•     MANUFACTORY 
120-124  EASTERN  AVENUE 
YORK,  PA. 


Dear  Sin- 
When  will  you  take  the  agency  for  the  *♦•***  riilks? 

We'd  like  to  get  you  started  as  soon  as  possible  so  that 
you  will  get  more  profit  out  of  your  silk  sales. 

You  needn't  take  full  piec-es  if  you  feel  that  you  don't 
want  such  a  large  stock. 

We'll  cut  half  pieces  if  that  will  accommodate  you. 

Our  idea  is  not  to  sell  you  a  lot  of  ailk  and  then  let 
you  get  rid  of  it  the  "best  you  can. 

Not  at  all. 

We  know  the  wonderful  possibilities  in  the  **♦•♦• 
line  and  arc  willing  to  spend  a  considerable  amount  to  enable 
you  to  get  the  silk  started  in  your  vicinity. 

That's  fair,  isn't  it? 

Consider  thi3  matter  carefully. 

We  are  helping  hundreds  of  merchants  in  small  towns  to 
increase  their  silk  business  and  v;e  can  do  the  sgune  for  you. 

Por  instance,  of  our  agents,  35  are  in  towns  under  one 
thousand  population;  78  in  towns  between  one  and  two  thou- 
sand; 106  in  towns  between  two  and  three  thousand;  131  in 
towns  between  three  and  four  thousand,  and  69  in  towns  between 
four  and  five  thousand. 

The  small  town  racrchants  are  doing  as  well  propor- 
tionately with  the  *.***♦  ♦  Silks  as  the  large  city 
retailers  and  we  want  you  to  get  as  much  benefit  ^-~—^,   '^ur 
co-operative  efforts  as  they  do. 

Suppose  you  take  the  agency  at  once  and  lot  us  send 
you  a  piece  or  say  a  half  piece  each  of  the  27  inch  •  ♦  *  « 
XX  taffota  at  $1.05  or  the  34  inch  •**•♦♦  xx  taffeta 
at  Zi.::2jr. 

These  amount:;  will  enable  you  to  provo  to  your  satis- 
facticr,  that  it  will  pay  you  to  work  with  us. 

Yours  truly, 


[3581 


iiiiiippp!iniii m 


' "" " ' '" 


mi 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 


l^arwenir  lBI@sn(iirj  C@mpBmf 


w 


m 


I.  HANSON,  PresidcDl 


SENSED    FOSTER   AND    CONDENSED   WEBB 

I   NO.    2 
nfPE   FOUNDERS   COMPANY 


Malwiiiffllk®®.  Wb..  U.  S.  A. 


Dear  Sir:- 

Many  merchants  tell  us  that  •♦*♦♦♦  Guaranteed. 
Hosiery  is  the  most  and  best  advertised* line  in  their  stock. 

The  beat  advertising  is  TlfE-WORD-OF-MOUTH-ADVERTISING 
which  millions  of  *****  ♦  wearers  do  for  us  every  day. 
We  value  most  the  fact  that  ******  is  so  well  made  that 
it  makes  good  with  the  masses."  You  can  trust  their  judgment 
every  time.   When  they  want  something  they  get  it  and  make 
it  part  of  their  requirements. 

*  *  *  *  1 
PEOPLE. 


Guaranteed  Hosiery  is  THE  HOSIERY  OP  THE 


Many  customers  have  candidly  told  us  that  they  would 
like  to  throw  out  every   other  make  of  hosiery,  if  we  could 
supply  them  with  a  complete  line  of  *****  *  Quality.   We 
are  now  ready  to  do  this. 

We  have  just  added  the  styles  listed  on  the  supplemen- 
tary price  list  which  we  enclose.   These  with  the  styles  on 
price  list  #5,  will  enable  every  merchant  who  desires  to 
concentrate  all  of  his  hosiery  business  on  *****  *. 

Within  the  past  six  months  some  two  thousand  merchants 
have  bought  their  first  bill  of  *****  *  Hosiery  from  us. 
This  means  that  many  new  customers,  and  what  is  more  re- 
markable, v/e  have  retained  all  of  our  old  customers,  and  the 
majority  of  these  have  shown  a  considerable  increase  in  their 
sales. 

These  are  facts  which  can  be  figured  in  DOLLARS  and 
Cents. 

If  you  are  open  to  oonviction  allow  us  to  prove  to  you, 
how  good  ***••♦  Hosiery  will  be  for  you  in  your  store, 
by  sending  you  a  complete  sample  line,  express  charges  pre- 
paid, 80  that  you  can  inspect  and  compdre  it  with  other 
hosiery  you  may  have. 

Just  say  on  thfj  order  blank,  send  samples,  express  paid. 
We  will  be  glad  to  do  so. 

Very  truly  yours. 


23 


[359] 


FRED  M.  HANSON,  Piesiaent 


JOS.  ZENS,  Vice  Prwident 


FRED  BRAUN,  Secrelary  and  Ti«u 


Milwaukee,  Wis.,  U.  S.  a. 


SET  IN  CHELTENHAM  INLINE  AND  CHELTENHAM  OLDSTYLE  CONDENSED 
AMERICAN  TYPE   FOUNDERS  COMPANY 


Dear  Sir:- 

It  is  a  noteworthy  fact  that  at  the  recent  meeting  of 
the  National  Association  of  Hosiery  and  Underwear  Manufac- 
turers, they  decided  to  curtail  the  production  of  most  of 
their  mills  by  33  l/H- 

The  ***♦♦♦  Hosiery  Mills  are  increasing  their  ca- 
pacity and  sales  by  more  than  505^  as  against  the  same  period 
last  year. 

No  doubt,  you  realize  that  after  all,  it  is  the  con- 
stimer  who  makes  your  business,  and  the  manufacturers  and  the 
merchants  who  can  please  the  greatest  number  of  consumers, 
are  the  ones  who  will  enjoy  the  greatest  prosperity. 

When  ******  Hosiery  was  first  put  on  the  market, 
not  only  the  consumer  but  the  merchants  as  well,  were  skep- 
tical about  the  guarantee  feature.  Our  ever  increasing  busi- 
ness is  proof  conclusive  that  guaranteed  hosiery  is  what  the 
consumers  want. 

The  guaranteeing  of  hosiery  as  we  do  it  has  been  a 
great  benefit  to  every  retailer  in  business,  for  those  who 
do  not  carry  the  line,  as  well  as  for  those  who  have  it. 

It  has  forced  every  hosiery  manufacturer  in  business  to 
give  the  consumer  a  better  value  than  they  had  ever  done 
before,  though  **•♦♦*  is  first  in  the  field  of  Quality, 
Popularity  and  Sales. 

We  should  like  to  interest  you  in  our  line,  and,  as  pre- 
viously offered,  will  gladly  send  a  complete  sample  line, 
express  charges  prepaid,  for  your  inspection. 

******  Hosiery,  as  an  article  in  common  and  daily 
use,  is  a  staple  to-day,  in  a  majority  of  stores. 

We  can  make  immediate  deliveries  on  our  GAUZE  WEIGHTS 
in  Cotton,  Silk  Lisle  and  Pure  Thread  Silk  hose  for  men, 
also  our  best  selling  Light  Weight  numbers  for  women  and 
children. 

The  reverse  side  of  the  enclosed  order  blank  will  give 
you  a  complete  description  of  our  entire  line. 

Yours  very  truly, 


[360] 


Q 


^^'  ■  W^MMMMMMM^^^^ 


SR!^ 


m 


E 


H 


vcrwcar  I  losicr/iwompany 


c 


~« — ■♦— ♦- 


^laoo^^HoioYoYdicoMo: 


:  ed.  M.  Manson,  President 
I  sepK  Zens,  Vice  President 
led.  Braun,  Secretary  and  Treasurer 


Milwaukee,  Wis.  U.  S.  A. 


HE  TABARD   SERIES        TABARD    BORDERS 
N   TYPE   FOUNDERS   COMPANY 


Dear  Sir:- 

Chicago  has  given  the  retail  business  world  a  concise 
and  convincing  demonstration  of  the  value  there  is  in  ad- 
vertised brands. 

The  establishment  of  *****  *  has  proved  conclusively 
that  the  best  lines  of  merchandise  are  advertised  lines. 

It  might  be  mentioned  right  here  that  all  advertised 
lines  are  not  good  merchandise. 

To  return  to  our  subject--the  ******  store  is  to- 
day the  foremost  of  its  kind  anywhere,  and  though  it  feat- 
ures advertised  lines  exclusively,  it  is  building  a 
Napoleonic  name  for  its  founder.  He  has  earned  his  pres- 
tige tRrough  *♦•♦•♦  Service  with  Nationally  Advertised 
Brands  of  Merchandise,  brands  which  are  in  demand  with  the 
consumer. 

Watch  his  progress  with  •*♦♦•♦  Hosiery,  which  he. 
has  selected  as  the  best  for  his  customers. 

Naturally  we  had  to  prove  Merchandise  Value,  Consumers 
Demand  and  Value,  with  Intrinsic  Value--before  •♦♦•♦• 
Hosiery  advertising  appealed  to  his  managers. 

Watch  his  *****  •  Windows,  his  *****  *  Adver- 
tisements and  his  method  of  selling  this  Nationally  Advertised 
Guaranteed  Hosiery. 

Very  truly  yours, 


.23 


[361] 


FRED.   M.    HANSON,    PRESIDENT  JOS.  ZENS,  VICE- PRESIDENT  FRED.   BRAUN,   SEC.  AND  Tre 


IWIRWIAR  H6SIIRY  G^ 


W» 


Milwaukee,  Wis.,  U.  8.  A. 


SET   IN  COMSTOCK  AND  MITCHELL 
AMERICAN  TYPE  FOUNDERS  COMPANY 


Dear  Sir:- 

The  word  "Service"  is  the  most  abused  in  the  entire 
Business  Dictionary,  because  there  ai;e  as  many  kinds  of 
service- as  there  are  Mercantile  Establishments.. 

The  stores  rendering  the  best  service--pleasing  the 
most  customers — winning  new  ones  and  growing  every  year, 
are  those  rendering  Customer  Service. 

The  greatest  Service  Store3--East,  West,  North  and 
South  sell  *♦•♦*•  GUARANTEED  HOSIERY. 

Right  down  at  the  bottom  of  facts  this  is  a  mighty 
good  reason  why  you  should  have  it  In  your  store. 

No Not  because  we  say  so. 

No Not  because  other  stores  have  them. 

Yes Because  the'  best  retailers  have  invest- 
igated Eund  found  the  light  of  business  reason 
burning  in  every  box  of  ******,  a  light 
shedding  reason,  understood  and  appreciated  by 
the  consumer. 

We  enclose  a  newspaper  advertisement  printed  by  the 
greatest  Men's  stores  in  the  middle  west. 

The  Holiday  and  Fall  trade  on  ♦**••♦  is  big  and 
heavy:  do  you  want  to  consider  it  now,  plan  for  it,  and 
cash  in  on  your  plans?  If  so,  the  first  thing  to  do  is  to 
let  us  pay  the  express  charges  on  a  line  of  samples.   After 
that,  let  your  Judgment  do  the  rest. 

•♦♦•**  HOSIERY  IS  ALL  THAT  THE  NAlffi  IMPLIES. 

We  advertise  for  you  at  our  expense. 

Yours  very  truly, 


[362] 


d  M.  Hanson,  Pres. 
i  .  Zens.  Vice  Pres. 
■  d  Braun,  Scc'y  and  Treas 


CLTENHAM   WIDE        GRAPHIC   BORDER 
•;    TYPE   FOUNDERS   COMPANY 


Milwaukee,  Wis. 


Dear  Sir:-  . 

******  Dealers* increased  their  purchases  from  us 
by  more  than  50^  since  January  1st,  as  against  the  same 
months  last  year.   This  increase  is  not  from  the  900  new 
dealers  added  to  our  books  since  January  1st. 

•/HAT  ARE  YOU  DOING  TO  INCREASE  YOUR  BUSINESS  THIS 

SEASON? 

Your  best  interests  demand  QUICK  PROFITS,  QUICK  SELLING 
MERCHANDISE,  and  the  kind  which  is  sold  with  the  least 
effort,  and  which,  if  possible,  HELPS.  TO  SELL  ITSELF.   This 
is  plain  business  logic. 

Consider  how  close  we  come  to  filling  all  of  these  re- 
quirements with  ******  Hosiery — The  American  Standard 
of  Guaranteed  Hosiery. 

"The  Least  Service  the 

"Consumer  receives  from 

„«♦***»  Guaranteed  Hosiery, 

"is  the  most  he  can  possibly 

"Expect  from  other  Kinds." 

We  want  you  to  have  the  exclusive  sale  of  *****  * 
auaier-y  in  your  city,  for  Men,  Women  and  Children. 

Vc  pay  the  express  charges  on  a  line  of  our  samples,  if 
ill  give  us  permission  to  forward  them  to  you. 

Our  KEW  GAUZE  WijllGHTS  are  commanding  the  retail  hosiery 
tuation  in  every  big,  and  in  nearly  all  other  shopping 
■     in  the  United  States,  Canada  and  Mexico.  • 

e  can  and  will  increase  your  Sales  and  Profits,  if  you 

..„   our  co-operation.   We  want  yours. 

Very  truly  yours. 


[363] 


STEIN-BLOCH  SMART  CLOTHES  THE  SMARTEST  READY-TO-WEAR  CLOT] 

THE  STEIN-BLOCH  COMPANY 

THE  M^HOLESALE  TAII.ORS 


Rochester,  N.  Y. 


SET    IN    MEMBE;RS   of   the   LITHO    FAMILY        ITALIAN    BAND 
POOLE  PRINTING   CO.,    BOSTON,    MASS. 


Dear.  Sir:- 

Look  very  carefully  at  the  sheets  and  cards.   They  have 
been  arranged  to  take  the  place  of  the  old  clothing  "book- 
let."  You  will  find  two  distinct  styles  of  circulars--one, 
the  illustrated  letter  heads,  the  other  the  illustrated  post 
cards. 

If  you  want  us  to  send  out  for  you  'this  spring  the 
LETTER  HEADS,  select  the  forms  you  wish  and  fill  out  the 
enclosed  card.   We  shall  send  out  to  your  mailing  list  the 
forms  you  specify,  on  the  date  you  specify,  IN  ROTATIOH". 
This  means  that  you  can  reach  each  name  on  your  mailing  list 
as  many  times  this  spring  as  you  choose.  WE  SHALL  PUHNISH 
THESE  FORM  LETTERS  PREE,  ATTEND  TO  ALL  THE  DETAILS  HERE 
WITHOUT  CHARGE.  All  you  are  called  upon  to  do  is  to  furnish 
postage  at  the  rate  of  2  cents  per  envelope.  FIRST  CLASS 
MAIL  MATTER  IS  ALWAYS  OPENED.   One-cent  envelopes  go  into 
the  waste  basket. 

If  you  prefer  the  POST  CARDS,  fill  out  the  card,  fix 
your  mailing  dates,  emd   we  will  taJce  care  of  the  work  here, 
you  paying  postage  at  the  rate  of  1  cent  per  card. 

CORRECT  YOUR  MAILING  LIST  TO  DATE.   Dead-wood  lists 
are  money  losers  for  you  and  for  us.  Unclaimed  letters  are 
dismal  losses.   ALSO  PLEASE  ESTIMATE  YOUR  MAILING  LIST 
BEPORE  FORWARDING. 

This  circularizing  idea  is  a  new  one,  and  will  be 
jumped  at.  Nobody  who  has  seen  it  so  far  has  failed  to  see 
the  novel  appeal  it  makes  to  any  man  who  is  wondering  about 
his  spring  clothes  and  where  to  get  them.   SEND  IN  YOUR 
RESERVATION  AND  YOUR  MAILING  LIST  AS  SOON  AS  YOU  "CAN.   The 
orders  are  filling  up  fast. 

Yours  truly, 


[364]  {I 


;%i[^'<%t^H>§^i!^'-e%:^'-v%(^''-v^^jpKfH^ 


Wi)t  ^tem=PlotI)  Company 


ur  label  /Harfet!  tfjt  g>martt8t 
|eabp-to-tI99ear  Clottes 


IN  CLOISTER   BLACK        ART   BOttDER 
LE  PRINTING   CO.,    BOSTON.    MASS. 


Dear  Sir:- 

This  is  the  Standard  sack  suit  for  this  season. 

The  ******  *  Standard. 

Particularly  got  up  for  the ''all  'round  busy  man  who 
has  to  look  well  all  the  time,  and  a  good  many  times  hasn't 
the  time  to  pass  with  the  made-to-order  tailor  and  his  try- 
ons.   The  matter  of  price  is  a  telling  one,  too. 

The  style  this  season  demands  snugness  in  the  suits. 
We  obtain  this,  but  KEEP  THE  CLOTHES  COMFORTABLE.   The 
shoulders  are  narrow  tread,  but  they  fit.  You  look  active, 
energetic  and  trim  in  a  suit  like  the  Standard. 

Our  fabrics  are  guaranteed  tested  all  wool  and  are 
innumerable  in  texture,  shade  and  pattern.  Grays,  blues, 
browns,  half-shades  and  mixtures  of  all  kinds  are  equally 
right,  and  serges  and  worsteds  are  racing  neck-and-neck 
with  tweeds  and  homespuns  in  popular  favor. 

Try  on  this  ******  suit  at  your  clothiers.  This 
is  the  address,  and  you  will  get  every  attention.  Take 
this  letter  with  you. 

(Space  for  your  store  name  and  address.) 

Go  to-day.  Perhaps  you  will  like  some  other  one  of  our 
models  better  than  this  Standard.  Th&x.  all  carry  our  label, 
like  the  one  at  the  top  of  this  letter.   IT  GUARANTEES  YOU 
THE  BEST,  AKD  ALSO  PERFECT  SATISFACTION. 

Yours  truly, 


.24  [365] 


STEIN-BLOCH     SMART     CLOTHES 


OUR     LABEL     MARKS    THE     SMARTEST     READY-TO-WEAR     CLOTHES 


%\)t  ^ttinMod)  Company 

LEADING   WHOLESALE   TAILORS 


SET   IN    CASLON   TEXT  AND    BLAIR        LINEAR    BORDER    NO,    2 
POOLE   PRINTING    CO.,    BOSTON,    MASS. 


iaocl)e0ter,  il^\  g. 


Dear  Sir:- 

This  isa******  summer  style  that  we  call  the 
Park. 

The  shoulders  are  narroi  tread,  the  coat  is  snug,  arid 
the  lapels  are  long  and  roll  with  a  good  deal  of  grace  and 
style.   Wo  have  a  smaller  coat--8nugger,  we  mean--'but  none 
better  adapted  to  the  service  of  the  professional  or  business 
man  than  this  Park  sack. 

Comfort  is  particularly  a  feature  of  the  Park.   It  looks 
stylish  in  its  snugneps,  but  it  PITS  lightly,  as  summer 
clothes  should.   The  fabrics  are  all  wool  ^a^anteed__and 
tested,  and  arc  light,  airy  sjid  so  numerous  in  pattern  and 
shade  that  any  taste  can  be  gratified.   The  saving  in  price 
is  an  important  feature,  too. 

Go  to  your  clo.thier's  and  have  a  try-on.  You  can  find 
there  many  other  •♦•*♦•  models  for  this  season.  All  of 
them  carry  our  label,  like  the  one  at  the  top  of  this  letter. 
This  GUARANTEES  YOU  THE  BEST,  AND  ALSO  PERFECT  SATISFACTION. 

The  store  address  is 

(Space  for  your  store  name  and  address) 

Try  on  to-day.   I8i^6_this_letter  with  ^ou. 

Yours  very  truly, 


[366] 


THE  STEIN-BLOCH  CO. 

WHOLESALE  TAILORS 


Stcin'Bloch  Smart  Clothes 


JtLLA   ROBBIA        MONOTONE   BORDER 
•RINTrNQ   CO.,    BOSTON,    MASS. 


ROCHESTER,  NEW  YORK 


Dear  Sir:- 

This  is  a  young  man's  suit.   Men  who  feel  young  can 
wear  it,  too,  but  the  YOUNG  I/.AiI  is  its  nn,tural  owner. 

We  call  it  the  ♦•••*•  Seneca. 

There  are  three  or  four  other  young  men's  styles  that 
we  make,  and  this  one  is  a  fine  sample  of  our  energies  in 
the  direction  of  satisfying  the  YOUNG  MEN  in  their  clothes 
ambitions. 

This  suit  is  not  decorated  like  a  uniform.   It  is  not, 
however,  a  grandfather's  suit.  But  it  is  planned  for  the 
clean-cut,  self-respecting,  hustling  young  fellows  who  are 
going  to  make  to-morrow  in  this  country.   The  saving  in 
price  will  Interest  you,  too. 

Try  on  one  of  .our  suits  at  the  clothier's.  There  are 
several  other  good  styles,  as  we  have  said.  The  store  ad- 
dress is: 

(Space  for  your  store  name  and  address) 

The  important  fact  about  these  clothes  is  that  they 
are  •♦♦♦**.  All  of  them  carry  our  label,  like  the  one 
at  the  top  of  this  letter.   It  GUARANTEES  YOU  THE  BEST,  AND 
ALSO  PERi^ECT  SATISFACTION. 

Try  on  to-day,  and  take  this  letter  with  you. 

Yours  truly, 


[367] 


ST  EI  N-BX^OCJa 
SIUA.RI*  CI^OT*iaES 


SET   IN    ENGRAVERS   SHADED        LINEAR    BORDER   NO.    2 
POOLE   PRINTING   CO.,    BOSTON,    MASS. 


ROCHESTER,  N^.  Y. 


Dear  Sir:- 

This  is  an  extra  light  ♦*♦**♦  suit  for  hot  weather 
wear. 

It  consists  only  of  coat  and  trousers,  and  the  coat 
is  scarcely  lined  at  all.   The  trousers  are  looped  for  best 
wear.  You  hardly  feel  the  suit,  so  cool  and  airy  is  the 
fabric. 

The  tailoring  is  just  as  carefully  done,  however,  as 
in  our  three  piece  suits,  and  the  suit  will  fit  you  with 
much  style  and  good  looks.  You  can  wear  it  anywhere.  For 
business,  for  leisure,  vacation,  or  sport,  it  is  a  friendly 
and  companionable  suit.  You  will  learn  to  like  it,  just 
as  you  like  a  good  friend.   One  reason  for  this  is  its  com- 
fort. The  price  will  influence  you,  too. 

You  can  be  fitted  in  this  suit,  no  matter  what  your 
girth  may  be.  Ask  to  have  it  tried  on  by  our  dealer.   Take 
this  letter  with  you  to  show  him.   The  store  address  is  as 
follows: 

(This  space  for  your  store  address.) 

Go  to-day. 

Yours  very  truly, 

P.S.   This  two  piece  cool  suit  comes  in  a  variety  of  fabrics 
and  shades,  from  blue  serge  to  homespun.  All  of  them  bear 
our  label,  like  the  one  at  the  head  of  this  letter.  This 
LABEL  GUARANTEES  YOU  THE  BEST  AJTD  ALSO  PERFECT  SATISFACTION. 


[368] 


ST    f BLOCH  SMART  CLOTHES 


THE  SMARTEST  READY-TO-WEAR  CLOTHES 


Dnc/  ©tcltv-^Jjiocn/  Latnpitriii/ 


(X/nal«Am!c/  Uali* 


■Q^A/ 


«Jvacfi«Atet^  *JL.  c/. 


(WO   SHADED   AND    LIGHT   COPPERPLATE   GOTh 
PO^IIMTING   CO.,    BOSTON.    MASS. 


Dear  Sir:- 

This  style  of  *****  *  summer  sack  suit  is  called 

the  Seixon. 

It  is  frankly  rather  an  extreme  style,  and  is  small 
and  slender,  and  narrow  tread  in  the  shoulders.   If  we  were 
not  thoroughly  American,  we  should  call  this  suit  somewhat 
English.  But  it  is  STYLISH,  and  you  will  see  scores  of  these 
suits  worn  by  the  style  dictators  in  every  notable  city. 

This  may  be  exactly  the  suit  for  you.  We  hope  it  is 
and  we  think  you  will  be  making  no  mistake  in  trying  it  on. 
The  price  .will  interest  you.  Go  to  our  agent  in  your  town 
and  get  a  try-on  TO-DAY.   You  can  find  half  a  dozen  other 
•*♦•*♦  models  to  choose  from.   Take  this  letter  with 
you.  The  address  is: 

(Space  for  your  store  imprint.) 

The  main  thing  about  this  suit  is  that  it  is  a  *  *  •  •. 
All  clothes  made  by  us  carry  the  label  like  the  one  at  the 
head  of  this  letter.   IT  GUARANTEES  YOU  THE  BEST,  AND  ALSO 
PERFECT  SATISFACTION. 

Yours  truly, 


[3691 


Mmh  itovt\)  Company 

(Sold  anti  t)tlt)er0mttj)0 

ProDiDence,  K.  3. 


vSi 


SET   IN    CASLON   TEXT        COLLINS    FLORET 
AMEHrCAN  TYPE  FOUNDERS  COMPANY 


Dear  Sir:- 

Your  request  for  our  new  catalog  has  Just  come  to  my 
desk — I  will  have  the  hook  mailed  to  you  to-day.   I  am  glad 
you  have  asked  for  this  catalog  because  we  want  your  busi- 
ness, and  because  we  can  offer  you  an  opportunity  to  save  one- 
third  on  every  purchase  you  make  Direct  from  our  Workshop. 
You  can  buy  as  much  for  $2  as  the  retailer  can  give  you 
for  $3. 

Before  you  refer  to  the  pictures  and  prices  I  wish  you 
would  read  the  testimonials  on  the  inside  of  the  back  cover 
also  read  what  we  say  on  the  first  page.   The  first  page    ' 
will  tell  you  exactly  how  we  do  business  and  how  we  abso- 
lutely protect  you.   Then  turn  to  the  pages  where  the  goods 
are  pictured,  and  I'm  sure  you  will  find  many  things  that 
will  interest  you--many  things  that  will  make  delightful 
gifts  for  your  friends. 

Pirst  of  all  I  want  you  to  feel  that  we  are  determined 
to  please  and  to  satisfy  you— we  absolutely  guarantee  satis- 
faction to  every  person  who  sends  us  an  order.   This  purpose 
has  been  thoroughly  instilled  into  every  employee,  and  if 
you  experience  the  slightest  disappointment  in  your  dealings 
with  us,  I  want  you  to  write  me  personally  and  promptly.   It 
is  the  policy  of  •  *  •  •  *  *  that  not  one  person  shall  have 
cause  for  complaint,  and  I  make  it  my  especial  business  to 
see  that  no  cause  exists. 

We  want  your  patronage  and  that  of  your  friends',  not 
only  now  but  for  years  to  come,  and  if  you  will  send  us  a 
trial  order  I  promise  that  we  shall  strive  to  please  you 
so  fully  that  you  will  become  a  regular  customer  and  loyal 
friend.   Again,  when  you  receive  the  goods  if  you  are  not 
perfectly  satisfied,  return  the  package,  and  I  will  see  that 
the  full  amount  of  your  remittance  is  returned  to  you. 

You  will  find  instructions  for  ordering  on  the  inside 
of  the  front  cover;  you  will  find  order  blanks  in  the  back 
of  the  book,  and  an  addressed  envelope  and  ring  size  card 
with  this  letter. 

Yoiurs  very  truly, 


[370] 


Pairb  Movti)  Company 

#oltr  anb  ^ilbers^mittg 


IM   CLOISTER   BLACK        VERSATILE  ORNAMENTS 
*BT-TILE  TINT   FORMERS 
llMKRICAN   TYPE   FOUNDERS   COMPANY 


Dear  Sir:- 

Your  request  came  about  three  weeks  ago,  and  I  imme- 
diately •wrote  you  a  letter  and  had  our  catnlof^  sent  to  you. 
As  we  haven't  heard  from  you,  I  am  wor  "  book 

went  astray.   If  you  did  not  get  it  p]  .1  want 

you  to  have  the  catalog  because  I  know  that  you  ipill  be  in- 
terested in  it,  and  because  you  will  find  it  a  source  of 
great  convenience  and  economy. 

If  you  inquire  among  your  friends  you  are  prefty  sure 
to  find  some  one  who  has  bought  direct  from  the  ****** 
and  they  will  tell  you  that  our  goods  are  of  excellent  qual- 
ity— that  we  take  infinite  pains  to  please  our  customers — 
that  we  deliver  free  and  guarantee  safe  arrival  of  goods — 
that  we  refund  money  if  any  purchaser  is  not  satisfied, 
and  all  this  at  prices  one-third  lower  than  you  would  pay 
locally. 

If  you  will  make  up  a  little  trial  order  to-day — right 
nov/--you  will  be  surprised  when  you  see  how  easy  and  how 
convenient  it  is  to  buy  from  us.   It's  really  a  pleasant 
experience  to  buy  from  **♦***.  You  make  a  list  by  num- 
bers of  the  pieces  you  want;  you  enclose  a  remittance  for 
the  total  amount,  and  your  part  of  the  work  is  completed — 
one  list  of  goods,  one  remittance  and  your  shopping  is  done, 
and  'Dur  money-back  plan  insures  you  complete  satisfaction. 

You  will  find  many  advantages  in  buying  from  the  *  *  *  • 
catalog.   The  book  affords  you  a  much  larger  selection  of 
jewelry  and  silverware  than  you  will  find  even  in  the-  large 
city  stores;  you  can  buy  in  one  hour  from  our  catalog  what 
it  would  take  you  at  least  a  half  day  to  buy  in  the  crowded 
stores.   You  will  average  to  save  ZZ^   on  every  dollar's 
worth  that  you  buy.  from  us,  and  then  there's  the  assurance 
"hrit  your  money  will  be  promptly  returned  if  you  are  not 
-tisfied  with,  a  purchase. 

Send  us  a  trial  ordcr--oorapare  the  articles  and  the 
1 J  con  with  those  of  your  local  jeweler,  and  if  you  are  not 
ied  that  you  are  getting  better  goods  at  lower  prices, 
le  package  back  and  I  will  see  that  your  money  is 
\y   returned  to  you.   Please  bear  in  mind  that  the  list 
the  catalog  covers  the  entire  cost  to  you. 
Yours  very  truly, 


jl25 


[371] 


The  Waldron  Piano  Company 


MAKER  S    OF   THE 


^AI^DKON 

Hi^h  tjrpade  Pianos  and  Piano  Players 

FURNITURE    EXHtBITION     BUILDINO 

1411  Michigan  Avenue,  Chicago 


SET    IN    LITHO   ROMAN,    LITHO   BOLD   AND    BLAIR 
AMERICAN   TYPE   FOUNDERS    COMPANY 


Dear  Slr:- 

Your  request  for  the  *****  *  PIANO  BOOK  has  been 
received,  and  we  are  pleased  to  mail  you  one  under  separate 
cover.  When  you  receive  this  book,  we  kindly  ask  that  you 
carefully  read  it  from  beginning  to  end.  By  so  doing,  you 
will  thoroughly  understand  our  method  of  doing  business. 

THE  QUALITY  OF  OUR  PIAFOS  is  of  the  very  highest  char- 
acter.  It  has  been  highly  commended  by  the  world's  most 
renowned  of  musical  artists.   It  is  a  piano  that  will  grace 
any  parlor.   Thousands  of  them  have  been  sold  to  the  best  ' 
families  in  the  United  States,  and  they  have  carried  gladness 
and  happiness,  in  the  form  of  music,  to  the  homes  wherever 
they  have  gone . 

We  ask  you  to  compare  the  ******  with  any  other 
piano.  Have  your  friends  see  it  and  play  on  it.   If  it 
does  not  come  up  to  your  expectations  in  every  respect,  if 
you  are  not  thoroughly  convinced  that  you  have  saved  one- 
half  of  your  piano  money  by  availing  yourself  of  our  whole- 
sale manufacturing  price,  we  do  not  want  you  to  keep  the 
piano.  You  may  return  it  and  we  will  pay  all  expenses.  You 
are  not  under  the  least  obligation  to  buy  when  you  accept 
our  THIRTY-DAY-FREE-TRIAL-OFFER.   We  want  you  to  first-  feel 
sure  that  the  ♦.*****  piano  is  an  instrument  of  the 
highest  artistic  quality  and  that  it  is  all  and  more  than  we 
claim  for  it. 

We  are  absolutely  responsible,  and  do  exactly  as  we 
promise.   In  proof  of  our  assertion,  we  refer  you  to  letters 
from  tY;o  of  the  largest  banks  in  Chicago,  printed  on  page 
twelve  of  our  catalogue. 


[372] 


'i^l|5  ^albroit  l^mnn  fflo. 


MAKERS    OF  THE 


WALDRON" 


IGH  GRADE  PIANOS 
AND  PIANO  PLAYERS 


rURNITURE    EXHIBITION    BUILDING 


IN   WEDDING   TEXT  AND    LIGHT   COPPERPLATE  GOTHIC   EXTENDED 
JtSATILE  ORNAMENT       MONOTONE  BORDER 
MERICAN  type  FOUNDERS  COMPANY 


14)1   MICHIGAN  AVENUE 


Chicago 


-2- 

Our  terms  are  the  most  liberal  ever  made  upon  a  piano 
of  conceded  artistic  superiority.  For  many  years  the  •  •  * 
piano,  like  all  other  high  grade  instruments,  was  sold 
through  jobbers,  dealers  and  agents  who  always  made  large 
profits  on  each  piano  they  sold.   But  now  we  no  longer  do 
business  with  these  middlemen.  We  come  to  you  direct  and 
absolutely  save  you  the  profits  that  formerly  went  into  the 
dealers'  pockets.   Thus  our  pianos  are  now  sold  DIRECT  IT^OM 
OUR  FACTORY  TO  YOUR  HOME  and  at  a  price  Just  covering  the 
cost  of  material  and  workmanship  to  which  is  added  our  one 
small  profit. 

When  the  piano  is  placed  in  your  home,  you  are  priv- 
ileged to  test  it  for  thirty  days  before  you  are  asked  to 
decide  to  keep  it.   If  you  select  style  1  at  |197.00  the 
terms  are  |5.00  per  month;  on  style  2  at  $209.00,  the  terms 
are  $7.00  per  month;  on  style  3  at  |246.00,  the  terms  are 
flO.OO  per  month.   Should  you  select  the  *****  *  Self- 
Playing  Piano  at  |378.00,  the  terms  are  $25.00  per  month. 
WE  DO  NOT  CHARGE  INTEREST,  AITO  there  are  no  extras  of  any 
kind  for  which  we  ask  you  to  pay. 

Many  a  home  is  without  a  piano  simply  because  the  re- 
tail dealer  charges  too" much  for  a  high-grade  instrument 
like  the  ******  but  our  plan  of  selling  DIRECT  FROM  THE 
FACTORY  TO  THE  HOJfE,  puts  the  artistic  **••♦*  Piano 
within  reach  of  all.  Here  is  your  opportunity  of  purchasing 
a  piano  that  carries  with  it  a  reputation  for  elegance  and 
durability,  an  instrument  that  has  stood  the  test  for  many 
years  and  is  backed  by  a  bond  and  guarantee  for  ten  years. 


[373] 


THE  WALDRON  PIANO  COMPANY 


MAKERS  OF  THE 


\LDRON 

HIGH  GRADE  PIANOS 
AND  PIANO  PLAYERS 


SET   IM   CLOISTER   TITLE 
CLOISTER   ORNAMENT 
AMERICAN   TYPE    FOUNDERS   CO: 


LOISTER    OLDSTVLE   ITALIC 


FURNITURE  EXHIBITION  BUILDING 

ipi  Michigan  Avenue,  Chicago 


-3- 

By  means  of  our  catalog,  you  can  select  the  piano  you 
want  Just  as  though  the  pianos  were  actua-lly  "before  you,  for 
the  illustrations  arc  colored  photographs,  and  the  exact  re- 
productions of  the  pianos  themselves. 

There  will  be  no  agents  and  collectors  to  bother  you. 
If  you  purchase  the  piano  after  a  month's  free  trial,  you 
may  simply  remit  us  the  payments  by  mail  each  month  until 
the  very  low  price  is  completely  paid.   YOU  WILL  HAVE  NO 
INTEREST  TO  PAY.   Other  firms  do  charge  interest  on  time 
pajTnents,  and  this  increases  the  cost  of  a  piano  from  .fSO.OO 
to  $50.00,  depending  upon  the  price  and  the  length  of  time 
required  in  which  to  pay  for  it. 

Pill  out  one  of  the  order  blanks  sent  v/ith  cur  piano 
book,  send  it  to  us,  and  we  v/ill  ship  you  any  piano  you  may 
select  on  thirty  days'  free  trial  right  in  your  own  home. 
It  will  cost  you  NOTHING  FOR  EXAMINATION. 

If  you  are  in  a  position  to  send  CASH  WITH  ORDER,  we 
will  allow  you  the  benefit  of  our  $15.00  reduction.   Dy 
sending  the  full  amount  you  need  not  consider  the  sale  as 
binding  until  the  expiration  of  thirty  days,  at  which  time, 
if  you  are  not  delighted  with  the  piano,  you  may  return  it, 
and  wo  will  send  you  a  check  for  the  money  you  have  sent  us, 
and  we  will  pay  the  freight  charges  both  ways. 

Thanking  you  very  kindly  for  your  inquiry,  hoping  we 
may  have  the  pleasure  "'^of  hearing  from  you  by  return  mail  with 
your  order,  and  assuring  you  that  same  will  receive  our  most 
careful  and  prompt  attention,  we  remain. 

Very  sincerely  yours, 


[374] 


THE 


Furniture 

Exhibition 

Building 


Waldron  Piano  Company 


MAKERS 
OF  THE 


Wald 


ron 

HIGH  GRADE  PIANOS  AND  PIANO  PLAYERS 


1411  Michigan  Avenue 

CHICAGO 


he  drew  series      flo 
)6an  type  founders  com 


.   DECORATOR 


Dear  Sir:- 

It  occurs  more  often  than  one  would  suppo..„  :.  . -.1  i-.i^ 
******   catalogue  we  mail,  fails  to  reach  the  porson  to 
whom  it  is  addressed.   It  is  a  catalogue  of  beautiful  art 
exterior  and  a  volume  most  attractive  and  interesting  as  ap- 
'^>~'  '  '  '   "   subject  of  pianos. 

.lavjiig  received  no  response,  we  fear  the  catalogue  ad- 
iressed  you  has  not  reached  its  intended  destination. 

That  you  may  not  think  us  negligent,  we  write  to  inform 
you  that  we  can  forward  another  if  the  first  was  not  re- 
ceived. 

Ill  this  catalogue  we  have  endeavored  to  state  facts 
•jonoerning  pianos,  their  construction,  tone  qualities,  price 
\nd   tenno  of  payment.   We  have  done  this  so  plainly,  it  would 
•ecm  as  though  it  should  satisfy  the  most  oritioal  musician 
•13  to  piano  quality  and  the  most  careful  and  shrewd  pur- 
chasers as  to  price  and  terras  of  payment. 


Prom  your  former  letter,  we 

ibject  well  in  mind.   If  so,  we 

hether  or  not  you  received  our  c 

•-ioelvo   it,  then  we  shall  be  glad 

ay  then  look  it  over  and  make  so 

riano  most  pleasing  to  you,  sendi 

.nolosed  order  blank.   All  wo  ask 

irivilege  of  shipping  to  you,  fro 

that  will  bo  the  exact  counterpar 

■hoson. 


presume  you  had  the  piano 
wish  you  would  adviso 
atalogue.   If  you  did  not 

to  mail  another  o';?.   You 
lection  of  the  style  of 
ng  us  your  order,  using  tho 

is  that  you  give  us  tho 
e  of  all  expense,  a  piano 
t  of  the  one  you  may  have 


Do  not  hesitate,  fearing  a  risk      :  doing,  or  that, 
wa  may  entangle  you  In  some  way.   It  is  Lo  allciy  just  such 
impression  or  suspicion,  we  begin,  as  it  were,  strangers, 
that  we  publish  on  Page  12  of  the  *♦♦***  catalogue  bank 
letters,  showing  both  our  character  as  mf>n,  and  o"!-  v-r.^n-ir^- 
libility  as  to  finance. 

If  our  catalogue  reached  you,  please  read  ' 


§126 


[375] 


THEWALDRON  PIANO  COMPANY 

EDWARD  B.  WALDRON.  President     JAMES  FRANKLIN  LACKEY,  Vice  President     T.  S.  QUIRK,  Secretary  and  Treasurer 

MAKERS  OF  THE  j^^j  Michigan  Avenue,  CHICAGO,  ILL. 

WALDRON  — ^^ 

HIGH  GRADE  PIANOS 


SET   IN   THE   PACKARD   SERIES        FLORAL   DECORATOR 
AMERICAN   TYPE   FOUNDERS   COMPANY 


-2- 

letters.  We  can  "read  our  title  clear"  in  the  school  of 
piano  manufacturing.   We  were  established  in  1842.   The 
******  Piano  Manufacturing  Company,  now  in  the  second 
and  third  generations,  horn  and  reared  in  the  piano  world, 
always  and  ever  Piano  men. 

Surely  those  Columbian  World's  Pair  Awards  alone  (see 
catalogue  Pages  14  and  15)  are  proof  of  the  value  of  experi- 
ence, for,  in  this  case,  it  produced  a  piano  that  met  the 
World's  competition,  and  won  a  triumphant  victory.   The 
"high  tone"  of  this  award  proves  the  "grand  tone"  of  the 
******  Piano. 

We  are  worthy  of  your  confidence.   There  is  positively 
no  risk,  no  responsibility,  no  expense  on  your  part.  All  w? 
ask  is  that  you  unbox  the  piano  when  it  is  received.   Give 
it  a  place  in  .your  home  for  thirty  days.  Become  familiar 
with  it.   See  its  fine  workmanship,  the  beautiful  case;  and, 
most  important  of  all,  hear  its  superb  tone. 

We  believe  that  this  piano  may  make  itself  so  agreeable 
and  so  pleasant  in  its  tone  quality,  that  you  will  give  it  a 
permanent  home.  However,  if  it  fails  to  meet  this  expecta- 
tion and  our  hope,  then  notify  us,  and  it  will  be  removed  at 
once.   Is  this  a  fair  proposition  for  you?  We  believe  you 
will  agree  with  us  that  it  is. 

We  should  be  pleased  to  hear  from  you,  and  should 
gladly  answer  any  and  all  questions  you  might  ask. 

Yours  very  truly, 

Noje:  After  reading  the  •»****  catalogue,  we  trust  you 
may  feel  that  we  are  as  worthy  of  your  confidence  and  can  as 
eafely  trust  us  in  the  Matter  of  a  piano  selection  as  we  are 
willing  to  tmist  you  wh-;,i  v/c  offer  to  ship  you  a  piano  on  30 
days'  trial,  free  of  all  expense  and  responsibility  to  you; 
in  addition,  to  sell  it  on  liberal  terms  extending -through 
two  or  three  years. 


[376] 


THE  DENVER  POST 

I5c.  a  Week.  Including  Sunday 

Delivered  Anywhere  on  Earth 


THE  OFFICIAL  PAPER  OF  THE  PEOPLE 
THE  WANT  AD.  MEDIUM  OF  THE  WEST 


THE  DENVER  POST 

PUBLISHED  EVERY  DAY  IN  THE  YEAR 
AFTERNOONS  AND  SUNDAY  MORNINGS 


SiT  IN  MASTODON  AND  STRATFORD  O.  S. 
T-L  H.  C.  HANSEN  TYPE   FOUNDRY 
TON  AND  NEW  YORK 


Dear  Sir:- 

Water  and  whiskey  have  each  been  commended  as  infallibile 
recipes  for  attaining  old  age.  The  evidence  herein  is  not 
conclusive  as  to  either. 

While  Sidney  Powers  was  in  town  last  week  he  looked  up 
his  boyhood  friend,  sufficiently  designated,  outside  the 
assessment  rolls  and  the  City  Directory,  as  Old  Soak.   To 
him  he  recounted  bits  of  news  in  a  recent  letter  from  their 
old  Youngs town  home. 

"And  Uncle  Billy  Updegraffs  is  dead,"  sippingly  sobbed 
Sidney. 

Old  Soak  in  liquid  and  vocal  bubbles  wigwagged:  "Hic- 
er-how  ole  was  Unc.  Billy?" 

"One  hundred  and  three —  drank  nothing  but  water  all 
his  life,"  was  the  answer  and  comment. 

Old  Soak  shuddered,  mournfully  shook  his  head  and  said: 
"It'll  get  the  best  of  them — sooner  or  later." 

Tom  Dolan  offers  other  evidence.   Tom  is  himself  seventy 
years  old  and  still  active  as  head  porter  in  one  of  Colo- 
rado's big  hotels.   One  day  a  letter  he  was  slowly  reading, 
seemed  to  trouble  him.   Finally  a  friend  ventured  to  express 
sympathy.  Whereupon  Tom  explained  that  he  had  Just  read  of 
the  death  of  his  father,  in  Ireland,  two  weeks  before. 

"How  old  was  your  father?"  asked  the  friend. 

"One  hundred  and  six  years,"  said  Tom. 

The  next  question  was:  "7/hat  seemed  to  be  the  matter 
with  the  old  gentleman?" 


127 


[377] 


■-"•"  'nn 

THE  WANT  AD.  MEDIUM  OF  THE  WEST  PUBLISHED  EVERY  DAY  OF  THE  YEAR 


'So  the  People  May  Know" 


u 


B^nu^r,  Colo. 


SET   IN    ENGRAVERS   OLD    ENGLISH    BOLD,    RECUT   C*SLON 
AND    RECUT   CASLON    ITALIC        MONOTONE    BORDER 
AMERICAN   TYPE   FOUNDERS   COMPANY 


-2- 

Tom  took  a  step  nearef,  dropped  his  voice  to  a  confi- 
dential tone,  and  replied:  "To  tell  you  the  truth,  I  think 
he  killed  himself  drinking  whiskey." 

But,  he  this  as  it  may,  if  your  business  life  is  to  he 
long,  there  is  not  -the  same  doubt--or  any  doubt  respecting 
the  necessity  for  or  the  efficacy  of  intelligent,  persist- 
ent, truthful  newspaper  advertising. 

The  ******  is  a  newspaper.   It  is  the  best  news- 
paper we  now  know  how  to  make.   I't  will  be  better  still  to- 
morrow, next  week  and  next  year. 

It  has  a  following  sololy  on  account  of  this  "best" 
quality  and  not  because  v/e  give  some  item  of  Junk  or  junket, 
for,  verily,  we  do  not.   This  following  is  large — a  paid 
subscriber  for  every  tenth  man,  woman  and  child  in  the- state, 
every  sixth  person,  young  and  old,  in  the  City  of  Denver  on 
Sundays  and  on  weekdays  for  the  entire  year  1910--an  average 
of  52,000  copies. ■ 

The  ******  is  on  most  friendly  and  intimate  terms 
with  all  its  subscribers  because  it  first,  last,  early,  often 
and  all  the  time  gives  the  news,  written  and  edited  by  the 
best  men  and  v/oraen,  ample  capital  and  a  most  generous  income 
can  procure. 

The  ******  therefore,  is  the  one  advertising  me- 
dium in  all  its'  field  which  can  most  convincingly  and  least 
expensively  carry  your  advertising  message. 

Very  respectfully. 


[378] 


-H 


PUBLISHED  EVERY  DAY  IN  THE  YEAR 


"SO  THE  PEOPLE  WILL  KNOW" 


^l}^  B^nu^r  5post 


THE  OFFICIAL  ORGAN  OF  THE  PEOPLE 


THE  WANT  AD.  MEDIUM  OF  THE  WEST 


NEW   CASLON        NEW   CASLON    ITALIC        ENGRAVERS   OLD    ENGLISH    BOLD 
»rON    BRETON    CAST   SQUARES 
bllCAN   TYPE    FOUNDERS   COMPANV 


Denver,  Colorado 


Dear  Sir-: 

Cattle  stealing  was,  before  Wyoming,  or  any  other  sec- 
tion of  the  one  time  rough,  red  and  still  ready  West,  had 
appeared  on  any  map. 

It  had  received  attention  from  criminal  codes  in  Kng- 
land  before  the  United  States  v/as  in  its  teens. 

Some  of  its  followers  made  brilliant  copy  for  Sir  Walter 
Scott,  one  of  his  most  picturesque  "rustlers"  dividing  the 
spoil  by  this  simple  formula: • 

"The  haunch  for  me- 
The  hide  for  thee- 
And  the  horns  and  hoofs 
For  the  keeper's  fee." 

We  have  been  told--raind  you,  we  do  not  say  of  our  own 
knowledge--that  in  other  cities  and  in  that  past  somewhat 
vaguely  fixed  as  "the,  good  old  times,"  there  were  .daily  news- 
paper publishers,  who,  from  necessity  or  to  get  something 
for  nothing,  did  a  bit  of  advertising  "rustling"  themselves, 
with  scarcely  so  much  consideration  for  the  advertiser  as 
the  "horns  and  hoofs"  of  results  afford. 

The  ♦••*♦*  has  been  published  for  almost  sixteen 
yea.,;,  under  its  present  ownership. 

It  has  solicited,  sold  and  printed  advertising  with  the 
utmost  consideration  for  the  man  who  pays  the  bills  and  al- 
ways on  the  theory  that  the  paymaster  has  tho  right  to  know 
exactly  what  he  is  buying. 

The  ♦♦♦*♦*  has  alv/ays  marked  its  advertising  qual- 
ities in  plain  figures.   There  was  nothing  puzzling  about 
these  circulation  marks.   The  newest  solicitor  could  read 
thorn  at  sight.   They  were  never  given  as  confidential.   They 
always  stated  the  plain  truth.   They  convinced. 

We  still  say,  as  we  have  often  said  before,  that  it  is 
the  circulation  we  say  we  have — distributed  as  we  say  it  is  — 
or  no  pay  for  the  advertising  thus  influenced  to  our  columns. 

The  details  of  the  distribution  for  March  are  printed 
within.   An  examination  will  interest  you. 

Very  respectfully, 


1379J 


THE  DENVER  POST,  15c.  a  week,  including  Sunday 


Delivered  Anywtiere  on  Ei 


"SO  THE  PEOPLE  MAY  KNOW" 


Dictated 


The  Denver  Post 


PUBLISHED  EVERY  DAY  IN  THE  YEAR 
THE  OFFICIAL  PAPER  OF  THE  PEOPLE 
THE  WANT  AD.  MEDIUM  OF  THE  WEST 


DENVER,  COLO. 


SET    IN  CLEARFACE  GOTHIC 
AMERiCAN  TYPE  FOUNDERS  COMPANY 


Dear  Sir:- 

Speaking  of  legs  brings  to  mind  the  wooden  substitute 
worn  by  Silas  Wegg. 

That  worthy  accorded  one  merit  to  this  artificial  mem- 
ber, not  possessed  by  the  one  which  nature  furnished,  and 
that  was  that  it  did  not  have  to  be  kept  warm. 

Old  Silas  realized  moat  likely  that  this  quality  in  it- 
self did  not  get  him  anywhere.  At  any  rate  he  was  never 
known  to  advocate  the  use  of  a  wooden  leg  as  an  aid  in  mak- 
ing pedestrian  records  nor  did  he  ever  affirm  that  he  could 
get  around  among  his  friends  as  freely  with  this  handicap  as 
he  could  without. 

The  ******  has  its  full  complement  of  helpful  legs. 

There  are  no  wooden  ones  among  them. 

In  the  slang  of  the  street  they  "go  some." 

They  go  quickly,  frequently,  constantly  and  arrive. 

Last  year  on  week  days  only  so  many  legs  were  required. 
This  year  more  were  needed  and  obtained. 

On  Sundays  in  1910  so  many  were  enough — a  number  in- 
sufficient on  Sundays  in  May  1911. 

The  best  men  and  v/omen  in  *****  *  and  the  entire 
Rocky  Mountain  West  welcome  and  read  The  ******.   They 
do  this  because  it  is  the  best  dally  new.'5paper  in  this  field 
and  among  the  biggest  of  the  really  big  papers  in  the  entire 
United  States. 

Of  the  detailed  statement  of  circulation  printed  herein 
we  ask  your  careful  consideration.   It  is  a  truthful  state- 
ment.  It  is  true  as  a  whole.   It  is  tnie  as  to  details.   It 
is  precisely  what  wo  say  it  is  or  no  pay  whatever  for  the 
advertising  offered  because  of  these  representations. . 

The  advertiseii-.ents  printed  by  The  ******  add  other 
evidence  of  leadership.   The  volume  of  this  business  over 
the  next  ******  daily  is  on  an  average  about  30  columns 
per  issue  or  200  columns  per  week. 

Respectfully, 


[380] 


iMM^MMMMMM: 


m 

m 
m 

m 

m 


The  DENVER  POST 

I  1 

PUBLISHED  EVERY  DAY  IN  THE  YEAR        "SO  THE  PEOPLE  MAY  KNOW 


he  Oftcial  Paper  of  the  People 


HCMBERS  OF  THE  CHELTENHAM 
BRNAMENTS  INLAND  BORDER 
■H  TYPE   FOUNDERS   COMPANY 


Dear  Sir:- 

The  top  is  not  a  comfortable  place, 
viable  or  greatly  to  be  desired. 


It  is  not  even  en- 


"Uneasy  rests  the  head  that  wears  a  crown,"  was  the  way 
Louis  XIV.  saw  it. 

MadELme  Patterson  Bonaparte  knew  when  she  was  well  off 
as  expressed  in  her:  "Not  the  throne,  but  very  near  the 
throne. " 

The  top  is  a  goal  attained,  which  at  best  can  be  no 
more  than  humanly  finite. 

Again,  it  is  the  ripened  grain  on  the  stalk--a  harvest 
time — the  beginning,  too,  of  decay. 

General  Taylor,  of  the  Boston  Globe,  once  said  to  his 
fellow  publishers:  "From  the  top  all  roads  lead  down." 

The  ******  has  never,  in  its  own  consciousness, 
reached  the  top.   More  than  this,  it  has  never  fixed  or  de- 
fined this  position.   It  never  hopes  'to  reach  it — will  take 
precious  good  care  that  it  does  not. 

The  ******  — and  this  is  an  entirely  different 
matter — is  a  leader  among  the  daily  newspapers  of  North 
America--THE  leader  in  the  Rocky  Mountain  West. 

It  proposes  to  thus  continue  to  lead.   And  it  will  lead 
because  it  will  live--because  it  will  ever  be  a  better  news- 
paper--because  it  will  always  have  something  useful  to  do  for 
an  array  of  men  and  women  who  are  ever  growing  and  ever  ad- 
vancing their  ideals. 


[381] 


THE    DENVER    POST,  INCLUDING  SUNDAY.  15C.  A  WEEK  DELIVERED   ANYWHERE   ON   EAR1 


"SO  THE   PEOPLE    MAY    KNOW" 


The  Denver  Post 

The  Official  Paper  of  the  People  The  Want  Ad.  Medium  of  theWest 

PuBLiSHEp  Every  Day  in  the  Year 


SET  IN  TYPO  GOTHIC 

AMERICAN  TYPE  FOUNDERS  COMPANY 


DENVER,  COLO. 


The  evidence  of  the  continued  growth  and  the  leadership 

of  Tho  ♦♦♦*♦*  is  shown  in  its  circulation--something 

like  3,000  copies  more  per  day,  at  this  time,  than  it  was  a 
year  ago.' 

The  volume  of  its  advertising  is  additional  proof  of 
the  leadership  of  The  ♦*****.  j^or  the  eleven  months 
ending  November  30th,  it  printed: 

Local  Display  Advertising...  13,156.0  columjis 

Foreign  Display  Advertising.  3,89'8.5  columns 

Classified  Advertising 10,055.4  columns 

Total  Advertising 27,109.9  columns 

The  *••*♦♦  has  a  gain  over  the  corresponding  period 
in  1910  of  692.0  columns  of  display  advertising  alone.   The 
next  **•♦♦*  daily  has  a  loss  in  display  advertising 
from  *♦♦♦**  merchants  alone  of  1,938.0  columns. 

The  ******  leads  this  next  local  paper  in  total 
advertising  for  eleven  months  of  this  year, just  10,991.0 
columns.   The  difference  in  favor  of  The  ******  at  this 
time  last  year  was  7,433.0  columns. 

The  ******  has  printed  this  year  536,684  separate 
Want  Ads.  "  The  next  paper  has  printed  252,118  Want  Ads. 

All  of  which  ought  to  be  convincing  evidence  that  you 
may  advertise  successfully  in  this  paper. 

Wishing  you  the  compliments  of  the  season,  we  are. 

Cordially, 


[382] 


THE  OFFICIAL  ORGAN  OF  THE  PEOPLE  "30  THE  PEOPLE  MAY  KNOW" 

THE  DENVER  POST 

The  Want  Ad.  Medium  '"^^P^^^^^-^^'S^s^^'yik^      ^^<C^^^^^^:zz;=:?-^  Published  Every  Day 

of  the  West  ^  of  the  Year 


BOOKMAN   OLDSTVLE        TRADE   CUT 
^N   TYPE  FOUNOCRS   COMPANY 


Denver,  Colo. 


Dear  Sir:- 

Billy  Root — this  was  in  '73 — the  year  Congress  went  to 
sleep  and  enacted  its  infamous  argent  crime — and  his  pardner 
entrained  a  herd  of  burros  down  to  •♦  *  *  *  *  one  hot  August 
day,  intent  on  buying  supplies  for  their  mines. 

Late  in  the  afternoon  they  finished  work.   The  next 
dawn,  when  they  would  start  home,  was  hours  away.   Therefore 
they  sought  divertisement.   Some  hospitable  publican  gave 
their  inclination  a  liquid  turn.   This  impressed  them  so 
favorably  that,  for  the  entire  long  session  that  followed, 
they  refused  all  else  but  Peoria  products. 

At  sun-up,  however,  they  were  across  the  Platte,  sadly, 
thirstily  toiling  over  the  long,  waterless  divide  to  Clear 
Creek.   The  burro  pack  train  relentlessly  enforced  the  speed 
limit.   The  sun,  the  dust  and  their  thirst — but  cut  that. 
At  last  the  creek — its  name  fitted  it  then — was  in  sight. 
They  covered  the  last  quarter  of  a  mile  on  the  run,  leaving 
their  cargo  to" its  own  devices.   Throwing  themselves  prone 
on  their  breasts,  they  drank — and  drank  some  more.  After  a 
final  draught,  Billy  sat  up  and  satisfylngly  sighed  this 
tribute:  "If  I  had  known  this  stuff  was  so  good,  I'd  have 
drank  some  last  night." 

Now,  you  have  advertising  intentions — more  likely,  are 
actually  spending  real  money  for  advertising  space. 

You  should  know--probably  do  know — that  in  the  name  of 


[383] 


Pnat 

3nrlttding 

^rnibag 

Srliurrrb  Angtafirr^ 

on  £arttf 

(Fl|^  S^nti^r  Peat 

Publiatfpft  lEwprg  lag  in  tl|0  ^f ar 

Aftf  rnnona  an&  ^unfiag 

mornings 

Pappr 

of  tljf  PropU.  iEt(p 

Want  A&. 

jflrlliuin  of  lift 

fflral 

1 ___l 

SET   IN    ENGRAVERS   OLD    ENGLISH 
AMERICAN   TYPE   FOUNDERS   COMPANY 


-2- 

advertising  much  substance  is  wa3ted--many  disappointments 
lurk.  Your  business  story  is  in  this  program — that  direc- 
tory--or  guide  book--or  hanger--or  announcement — all  so 
many  plain  or  mixed  or  fancy  drinks,  to  be  indulged  sparing- 
ly or  as  your  purse  warrants  and  then  charged  to  charity  or 
experience  or  that  good  old  account,  Expense,  or  any  other 
you  like,  but  never  to  Advertising  Investments. 

Newspapers  of  character  are  tried  and  well  approved 
advertising  media. 

The  ******  is  such  a  newspaper,  plus.   It  is  the 
best  advertising  medium  between  the  Great  Lakes  and  the  Pa- 
cific.  It  has  the  favorable  endorsement  of  more  advertisers 
in  all  that  range  than  any  other  daily  paper.   In  the  city 
of  *****  *  The  ******  was  preferred  to  any  other 
local  paper  last  year,  in  total  advertising,  by  a  majority 
of  8609  COLUMNS.   The  ♦♦♦♦♦*  received  70  per  cent  more 
money  for  every  one  of  these  columns  than  the  next  ***** 
paper,  per  column. 


How  big  the  circulation  of  The  *  *  * 
its  paid  subscribers  are,  is  told  within. 


*  *  is  and  where 


Write  this  circulation  in  your  advertising  contract, 
which  we  anticipate  at  your  early  convenience. 

Respectfully, 


[3S41 


►lM'I<^I*>I^I^»r<«»V«^>>I^-M>T»>I^I^I< 


The  Pelton  Publishing  Company 


Standard  textbook  and  cor- 
respondence  instruction 
in  Business  Psychology 


The  Power-Books  l<r, 


Which  show  men  how  to 

tnaximutn  power  and 

iciency  from  their  brains 


ONOENSEO   MACFARLAND        MACFAHLAND    ITALIC 
!  AND        flULFINCH   ATTBACTOR        TWELVE   POINT   BORDER   NO.    207 
■J   TYPE    FOUNDERS   COMPANY 


General  Offices:  WILCOX  BLOCK 

Meriden,  Conn. 


•  •  •• 


Dear  Sir:- 

"I  say  in  all  earnestness  that  the  value  of  ••••**  *• 
is  hy  far  greater  than  a  $1,000  bank  account  placed  to  my 
credit.   It  is  the  one  best  investment  of  my  life."  So 
writes  Mr.  *  •  «'»"«"*", 

The  greatest  game  in  the  world  is  the  game  of  BRAINS. 
The  best  Minds  win  the  biggest  prizes  (dollars).   »*  ^  ^  ^ 
explains  subtle  ways  for  short-cutting  to  brainy  abillty-- 
to  a  masterfully  developed  money-making  Mind.  While  thou- 
sands of  "average  men"  are  tediously  waiting  out  the  years  to 
be  admitted  through  the  world-old  "experience  and  guesswork 
entrance,"  this  remarkable  guidebook  will  show  j;ou  a  priv^ate 
side  entrance  through  which  you  will  innBediately"atep  into 
the  midst  of  the  game — a  skillful  player. 

n*   *   *   m   *   *»   literally  brushes  aside  all  former  at- 
tempts to  mould  a  man's  mind  so  that  he  possesses  that  some- 
thing which  makes  things  come  his  way.   it  is  a  system  which 
defies  description.   It  explains  the  laws  and  rules-- the 
straight,  short  way  to  ability  and  success.   If  you  don't 
know  these  laws,  you  can't  use  them;  and  if  you  don't  use 
them--it  is  impossible  to  win  out  above  the  oommon  plodders. 
Now — if  you  don't  learn  these  methods  from  this  all-encom- 
passing  volume--WHERE  ARE  YOU  GOING  TO  LEAHN  THEM  STROM? 

Will  you  send  for  your  •••♦*•*■  TO-DAY,  and  realiae 
AT  ONCE  the  surprising  advantages  enjoyod  by  those  «^o  htwe 
the  book?  Read  the  cosHnendatioiis  from  pleased  owners — froa 
a  few  people  who  thought  it  wise  to  spend  just  a  little, 
rather  than  to  jeopardize  their  futures  by  missing  this  mas- 
terpiece.  Why  should  they  have  this  great  dollar-attracting 
magnet  any  acre  than  you? 

I  know  you  will  ORDER  AT  ONCE,  because  ••♦•♦♦♦« 
backed  up  all  my  claims — you  found  it  a  grand  good  invest- 
ment. This  new  book  on  financial  success  multiplies  that  by 
about  100. 

Sign  and  mail  the  order  RIGHT  NOW;  ^ui c^ jac 1 1  o^n _c^oun ts . 
You  know  I  sell  all  of  these  valuable  study  systems  on  the 
plan  of:  "Your  money  back  if  you  want  it." 

Yours  truly, 


§128 


[3851 


eiKWEBAlD  OFFICES:  WIIiCOlSL  BliOCK 

9[£BIDEM 


SET  IN  COPPERPLATE  ROMAN 

THE  H.  C.  HANSEN  TYPE  FOUNDRY 

BOSTON  AND  NEW  YORK 


Dear  Sir:- 

If  I  could  open  an  office  in  your  town  to-day  and  dis- 
play the  pages  of  that  powerful  system  "♦***•♦"  to- 
morrow your  business  associates,  and  every  financial  success 
seeker  in  the  vicinity  would  he  at  the  doors  clamoring  to  "buy 
the  volume.  You'd  be  there  too. 

"*  *  •  *  *  *"  will  increase  your  executive  ability;  it 
will  enlarge  your  capacity  for  being  a  leader,  instead  of 
a  follower.   Its  hundreds  of  wonderful  pages  produce  a  rare 
power  for  solving  the  thousand-sided  problem  of  BIG  SUCCESS 
in  B.nj   business,  trade  or  profession.   The  accompanying  cir- 
cular indicates  what  a  monumental  work  this  is;  it  shows  the 
almost  unbelievable  range  of  instructions.  When  you  examine 
the  book  you'll  find  it  contains  even  more  than  here  listed. 

No  wonder  Mr.  *   *   *   *   *   *^   Manager  of  the  ♦••♦** 
Co.  at  *****  *,  writes:  "It  should  be  put  into  a  corre- 
spondence course  and  sold  at  $30."  No  wonder  Mr.  *♦***• 
Qf.  *  *  *  ♦  *  »  Bros.  Co.  of  *****  *,  Wash.,  writes:  "It  is 
so  superlatively  splendid  that  I  find  the  task  of  trying  to 
describe  it  a  bit  too  great."  Business  men  of  America  are 
surprised  at  the  mental  resources  they  reach  through  its 
pages . 

I  have  only  160  copies  of  the  first  edition  left.   (A 
remarkable  record  is  the  fact  that  out  of  the  840  copies  al- 
ready sold,  only  one  has  been  returned  for  refund.)  You 
should  send  for  your  copy  at  once.  You  may  have  urgent  uses 
for  your  money;  you  may  be  "short"*  (oh,  this  ever-present 
"shortness"  which  we  all  experience);  you  may  raise  a  dozen 
objections  to  IMMEDIATE  ACTION,  but  -  you'd  quickly  brush  the 
whole  flock  into  oblivion  ONCE  THE  BIG  BOOK  WAS  IN  YOUR 
POSSESSION. 

If  I  could  write  the  magic  words  that  would  induce  you 
to  send  for  this  elaborate  system,  it  would  be  worth  about 
|1  to  me;  to.  you_J^t  j»03Ud_be  jffor^  * 

"*  *  ^~^^~*"~r3~farl^o'rQ''u{&n   a  business  manual  -  it  is 
one  of  the  greatest  works  that  mocjern  times  has  developed  on 
practical  psychology  and  success-power.   Sign  and  mail  the 
enclosed  order  form.  Your  money  back,  if  you'll  return  the 
book. 

Yours  for  real  business  power. 


[386] 


The  Pelton  Publishing  Company 


Cfje  Potoer=poobs 


^VJ^ich  show  men  how  to  uet  maximum 
power  and  efficiency  from  their  brains. 
Standard  textbook  and  correspondence 
instruction  in  Business  Psycholosy, 


General  Offices:  WILCOX  BLOCK 


SET    IN    CLOISTER    BLACK   AND    BOOKMAN    OLOSTVLE 
I      iOOKMAN   ORNAMENT         HAPQOOD   FLORETS 
f     AMERICAN   TYPE    FOUNDERS   COMPANY 


Meriden,  Conn. 


Dear  Sir:- 

The  "big  A.  A.  C.  Boston  conv3ntion  is  over:-  you're 
back  at  your  desk,  with  your  mind  set  upon  making  the  coming 
fall  and  winter  business  "the  best  ever." 

Above  all  the  echoes  of  that  wonderful  gathering  of  ad- 
vertising intellects  you  want  to  hear  the  practical  note  - 
the  actual  bring-in- the-dollar  benefit.  To  me,  nothing 
stands  out  quite  so  strong  as  the  statement  made  Tuesday 
afternoon  by  Herbert  Houston,  when  he  said,  in  effect:  "We 
must  have  education  in  our  advertising  art;  our  whole  ad- 
vance to  greater  success  i3_to  be  2?S52_iiir2HS^_5  ^®il®r 

Right  he  was.  The  knowledge  of  our  own  mental  powers, 

and  other  people's;  how  best  to  develop,  direct  and  dominate 

minds  -  therein  hides  the  secret  of  more  success  in  adver- 
tising -  or  any  other  branch  of  human  advancement. 

For  this  reason  you  will  be  mighty  glad  to  read  the 
message  which  I  now  send,  introducing  those  wonderful  study- 
systems  on  the  Mind  -  the  wo rid- famous  •♦•••♦  BOOKS 
which  were  formulated  after  years  of  careful  study  and 
painstaking  research  by  the  philosopher-scientist  •♦♦*•. 
And  the  happy  side  of  this  is  the  fact  -  that  in  the  adver- 
tising world  the  very  leaders  themselves  own  these  books  smd 
praise  them  highly. 


§128 


[387] 


THE  PELTON 


SET    IN    PACKARD 

VERSATILE   ORNAMENT      MONOTONE   BORDER 

AMERICAN    TYPE   FOUNDERS   COMPANY 


PUBLISHING  C 


O 


GENERAL  OFFICES:  WILCOX  BLOCK 

MERIDEN,  CONN. 


-2- 

When  such  men  as  E.  St.  Elmo  Lewis,  Chas.  W.  Mears  of 
Winton  Motor  Car  Co.,  Thos.  E.  Dockrell  -  that  titanic 
whirlwind  of  advertising  mentality  of  New  York  City  -  Qeo. 
Batten,  and  others  of  nationally  known  ability  -  send  for 
these  volumes,  study  them,  pay  their  good  dollars  for  them 
--  ajid  even  go  so  far  as  to  write  commendations  -  then  no 
man  holding  a  responsible  advertising  position  will  "wonder 
if  they're  good."  That's  a  foregone  conclusion. 

So,  to-day  I  am  sending  you  a  folder  describing  the 
n*  «  4.  *  *  *M  ajid  "♦**♦♦*"_  and  the  opportunity  is  yours 
to  own  the  books.   They  will  increase  your  executive  ability, 
give  you  a  remarkably  creative  mind,  develop  management  of 
men,  increase  brainy  efficiency,  enable  you  to  successfully 
swing  daring  deals  and  add  an  aggressive  originality  to  all 
your  business  operations. 

You  know  the  expense  of  ••follow-up";  why  not  say  "yes" 
right  now,  sign  the  order^  form,  and  let  the  books  come  to 
you  for  five  days'  critical  examination.   Then  depide  whioh 

* 

you  need  the  most  -  the  few  dollars  or  the  1,000  pages  of 
entirely  new,  dollar-winning,  leadership-insuring,  boost- 
you-ahead  knowledge. 

Yours  for  Advertising  Power, 


[388] 


Wi)t  jetton  ^ut)lisii)ins  Company 


per   IN    CLOISTER    BLACK 

finch  border      panel  border 
Merican  type  founders  company 


General  ^lliui:  aBHilcax  Mock 

iMeritien,  Conn. 


(This  "form  letter"  means  more  to  you  than 
any  "personally  conducted"  you  ever  read.) 


Dear  Sir:- 


All  day  long — from  the  minute  your  mind  takes  the  trail 
early  in  the  morning,  until  you  quit  the  game  late  at  night 
--you're  figuring  on  ways  to  sell  more  goods,  to  win  more 
trade,  to  possess  more  executive  ability,  to  be  a  BIGGER 
BUSINESS  BUILDER. 

This  is  the  one  great  heart  and  soul  aim  of  which  you 
are  ever  conscious--the  mastery  of  your  business,  the  rising 
to  supremacy  in  your  line,  and  the  steady  year-in  and  year- 
out  increase  of  financial  income.  You'd  willingly  spend  a 
few  minutes  to  learn  new  ways  of  directing  and  developing 
your  mental  energies  so  as  to  eliminate  waste  motion--and 
make  every  move  count  for  lOO*^  PROGRESS. 

Did  you  ever  stop  to  think  that  the  average  man's  brain 
wastes  more  energy  than  the  worst  old*  rattle-box  machine 
that  ever  squandered  good  steam?  It's  the  knowing  how  to 
apply  your  brain-powers--how  to  think,  how  to  reason,  how  to 
conserve  mental  energy,  how  to  concentrate,  how  to  put  your 
mind  away  up  into  the  forceful,  highly  creative  plane,  that 
alone  can  make  you  a  leader  in  your  profession. 

There's  only  one  thing  in  the  world  that  will  ever  make 
a  dollar  for  you--that's  the  fifty  or  sixty  odd  ounces  of 
gray  matter  in  your  head.  There's  only  one  way  by  which  you 
can  make  two  dollars  for  every  one  you're  making  now.  That 
"only  way"  is  by  applying  certain  laws  for  getting  more  and 
better  "thinks"  from  this  mysterious  substance — Brain. 

A  brillieuit  scientist,  who  is  also  a  practical  business 


§128 


[389] 


THE  POWER-BOOKS  WHICH  SHOW  MEN  HOW  TO   GET  MAXIMUM  POWER  AND  EFFICIENCY  FROM  THEIR  BRAINS 

The  Pelton  Publishing  Company 

THE   POWER-BOOKS 


='^ 


SET   IN   CASLON   OLDSTYLE        SCHUIL  ORNAMENTS 
POOLE   PRINTING   COMPANY 


Meriden,  Conn. 


A 


man,  has  told  what  these  laws  are  and  how  to  apply  them  to 
your  own  tusiness.  He  has  put  the  remarkable  results  of 
twenty  years  research  in  the  realm  of  mental  power  multi- 
plied, into  two  great  volumes  of  instruGtion--and  allowed 
the  business  and  professional  men  of  America  to  have  the 
advantage  of  this  powerful  knowledge. 

It  is  ******  to  whom  we  are  all  indebted  for  these 
wonderful  guidebooks-- the  "***♦♦  ♦m  ^nd  «*•♦•••.« 
These  books  have  been  seized  upon  by  nationally  known  commer- 
oial  chiefs,  who  are  studying  them--u3ing  them  profitably — 
and  giving  glowing  commendations  to  the  genius  of  the  author. 

By  devoting  ten  or  fifteen  minutes  daily  to  their  in- 
spiring pages,  you  will  acquire  new  viewpoints  and  methods 
for  the  use  of  Financial  Power,  you  will  increase  your  abil- 
ity as  an  Executive,  you  will  develop  Brainy  Ways  of  winning 
in  business  affairs,  and  build  a  Creative  Intelleot  whioh 
will  surprise  you. 

When  you  read  the  enclosed  commendations  from  some  of 
the  high  masters  of  advertising  aind  business-building,  and 
see  the  long  lists  of  brainy  men  of  wide  reputation  who  have 
purchased  these  powerful  books — then  you'll  know  there  must 
be  something  of  an  unusual  nature  revealed  by  their  1000 
pages. 


ACCEPT_THIS_LIBERAL_OFFER_AT_qNCE!_ 
"ON  tfi."  '   • 


READ  THESE  BOOKS 


Just  to  prove  the  unlimited  value  of  these  books,  and 
to  make  it  clear  to  you  that  I  am  not  dealing  in  afraid- to- 


[3901 


niie  Power -Books  m 


ilHE  PELTON  PUBLISHING  COMPANY 


THE  POWER-BOOKS-STANDARD  TEXTBOOK 

AND  CORRESPONDENCE  INSTRUCTION  IN 

BUSINESS  PSYCHOLOGY 

"I 


'.    'PACKARD 

iiE   ORNAMENT      MONOTONE   BORDER 
■,    TYPE   FOUNDERS   COMPANY 


THE  POWER-BOOKS  WHICH  SHOW  MEN  HOW 

TO  GET  MAXIMUM  POWER  AND  EFFICIENCY 

FROM  THEIR  BRAINS 


J 


General  Offices:  WILCOX  BLOCK 

Meriden,  Conn. 


-3- 

oome-out-in-the-light  propositions,  I  now  offer  you  both 
books  on  TEN  DAYS  APPROVAL.   If  you  decide  to  keep  them, 
send  a  check  in  10  or  15  days;  if  you  can  possibly  persuade 
yourself  to  part  with  them,  simply  notify  me  and  I'll  send 
you  return  charges. 

Could  any  offer  be  more  liberal?  At_no_3tage_do_2^ou 

9;l"I,^2.2.5._!t_E.2.^1Z.t._^Ii-L®?5._21°li_4.®°1:l®_*°.-E^ll2.^^!L?.*  Isn't  this 
the  "show  me"  kind  of  a  proposition  that  you  like  to  accept? 

Don't  be  blinded  by  indifference  or  "wonder  if  they  are 
aiiy  good"  and  then  forget  all  about  them.  Just  sign  your 
name  NOW  to  the  "on  approval"  order  form.  You  will  then 
have  opportunity  to  see  for  yourself  what  it  is  about  these 
unusual  books  which  convinces  the  leaders  themselves  that 
they  can  get  new  knowledge  and  power  worth  hundreds  of 
dollars. 


Your  set  is  waiting  for  you:  will  you  send  for  it  RIGHT 


NOW? 

Yours  for  Success, 

P.S.  Here's  an  illustration  of  how  it  works  out: 

"We  have  reoeived  the  books  you  sent  on  approval. 
"Please  send  three  more  sets  at  once.  These  are 
"quite  the  best  business  books  we  have  come  across." 

D.  WEEKS  &  CO. 

Hanuf'g.   Pharmacists 


§128 


[391] 


ElCZIOEI3l|o 

THE 


PHILADELPHIA 


[0]|C=I0I=3|[C 


30E 


DC 


30E 


URTIS  PUBLISHING  CC 

ADVERTISING  DEPARTMENT,  EDWARD  W.  HAZEN,  ADVERTISING  DIRECTOR,  1  MADISON  AVE.,  NEW  Y 


The  Ladies'  Home  Journal 
The  Saturday  Evening  Post 
The  Country  Gentleman 


NEW  YORK  CITY 


SET   IN    CENTURY  OLDSTYLE   BOLD   AND    CENTURY   OLDSTYLE   ITALIC 
CENTURY   BORDER        VERSATILE    INITIAL 
POOLE   PRINTING   CO.,    BOSTON,    MASS. 


Dear  Sir:- 

When  you  send  your  salesmen  on  the  road  what  can  you 
furnish  them  as  sales  arguments  that  your  competitor  cannot 
give? 

You  buy  your  raw  material  largely  from  the  same  sources. 
You  know  about  what  the  other  fellow  pays  for  his  leather. 
You  all  have  standard  equipment,  making  your  shoes  on  the 
same  -kind  of  machinery.  You  pay  your  labor  the  same  prices 
as  other  manufacturers  in  your  city. 

Formerly  some  concerns  excelled  others  in  selling 
methods,  but  shoe  salesmanship  to-day  is  fairly  standard. 
Your  men  may  be  excellent  salesmen,  but  your  competitors 
have  men  equally  as  good  -  or  can  get  them.   The  difference 
is  almost  negligible. 

What  argument,  then,  can  your  travellers  use  to  sell 
your  shoes  -  except  price,  and  after  all  price  is  determined 
by  ^e  efficiency  of  your  inside  organization,  by  your  abil- 
ityXto  pare  costs,  by  utilizing  every  by-product,  and  by 
puroi^asing  in  huge  volumes. 

Mere  price  alone  to-day  is  no  object  to  the  intelligent 
retailer.  Low  price  alone  is  not  a  compelling  argxunent  to 
the  consumers  who  wear  your  shoes.  They  are  not  trained  to 
appreciate  relative  values.  They  don't  know  a  blucher  from 
a  bal. 

You  don't  buy  the  cheapest  automobile  on  the  market, 
yet  you~know  more  about  the  leading  automobiles,  complex  as 
they  are,  than  the  public  knows  about  shoes. 

And  so  there  are  not  many  differences  in  the  consumer's 
mind  between  you  and  your  competitor,  unless  you  make  those 
differences  by  your  brains  and  not  by  your  hands. 

Your  efficiency  problems  are  up  to  you.   If  you  can 
solve  them  you  oan  sell  your  shoes  where  others  fail.   The 


[392 


The  Curtis  Publishing  Co. 


THE  LADIES'  HOME  JOURNAL 
THE  SATURDAY  EVENING  POST 
THE  COUNTRY  GENTLEMAN 


The  Advertising  Department 


EDWARD  W.  HAZEN,  Advertising  Director 
1  Madison  Avenue,  New  York 


dLD 


«   CHeLTENHAM    SOLD   SHADED      VERSATILE   ORNAMEN 
*   TYPE   FOUNDERS   COMPANY 


Barristers  Hall 

Boston 


-2- 

high  standard  of  efficiency  reached  by  a  few  -  a  very  few  - 
manufacturers  of  shoes  has  placed  them  in  the  eyes  of  dealers 
in  a  very  strong  position.   Retailers  want  to  link  up  with 
the  efficient  concern  because  its  efficiency  means  a  more 
permanent  trade  connection. 

Volume  of  business  tends  to  make  a  manufacturer  con- 
sider efficiency  problems.   Without  volume  there  is  loss  in- 
centive.  The  averago  manufacturer  of  shoes,  comparatively 
speaking,  has  not  this  volume,  and  therefore  not  this 
efficiency. 

There  is  one  recourse  left  to  him  in  selling  his  prod- 
uct.. There  remain3~one~method  of  throwing  his  shoes  into 
relief  against  the  dead,  colorless  background  of  the  con- 
glomerate mass  of  shoes,  and  THAT  METHOD  IS  ADVERTISING. 

Granted  that  your  product  is  good,  your  salesmen  don't 
have  to  argue  against  the  other  fellow  wholly  on  material, 
style  ajid  variety.  The  fact  that  your  shoe  is  advertised 
presupposes  all  these  points  and  leaves  to  the  retailer  only 
the  one  fundamental  question  -  shall  I  buy  the  shoes  that  I 
alone  know,  or  shall  I  buy  from  the  manufacturer  what  my 
customers  know  and  want  to  buy  from  me? 

Last  year  a  few  manufacturers  of  shoes  spent  $279,471 
In  advertising  in  the  leading  consum'er  publications.   Re- 
gardless of  what  ;^o.u  think  of  these  products,  50,000,000 
worth-while  American  citizens  with  shoe  needs  are  predis- 
posed toward  these  few  manufacturers.   The  burden  of  proof 
is  on  the  retailer  who  sells  unknown  shoes.   Advertising 
your  shoes  will  shift  this  burden  to  the  retailer  of  the 
unadvertised  kind.   If  you  advertise,  your  salesmen  and 
your  retailers  will  have  an  additional,  compelling  selling 
argument. 

Very  truly  yours. 


§129 


[393] 


1 !i 1 liiiim iiiiiiiiiiiiiiiiiiiH II II iiiiiui im iiiiiiiiiiiii i II Hiiiiiiiiiii iiiiiii iiiiiiiniiiiiHii iiiiiitiiiiuiiiiiiiiiiiiiiiiiiiiiiimiiiii uiiiiimiiiiiiiiii tt miiiiiiiiimiiiiimiiiiiiiHiiiiiiiiiiiiiiiini iiiiiiiiiiiiiiiiii iiiiiiiimiiiiiiiiiiinii iiiim 


i''""i"iii[[iini !niii[;i;iiiii[iiiiii[ii[iimiiiiiiii miiiiir 


THE  LADIES"  HOME  JOURMAi^ 
THE  SATURDAY  EVEMBMQ  POST 
THE  COUMTIRY  "GENTLEMAM 

nmiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^.ioiiiL^iiiuaiiijiiiiiiJijjNiiiiiiiiiuiiimiiimiuiiimiiitiiiiiiuiiiiiiiiiiiiLiiiiii^^^ 


ADVERTISING  DEPARTMENT,  Edward  ^W.  Hazen,  Advertising  Director,  1  Madison  Avenue,  New  YorK 


iiiiiiiiiFiiiiiiiiiiiiiiiiiiiiiiiiniiihillllHIIIIIimillllltJIIIilllllMliiiimiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiLmiiiiiiiiiiiiiiii 


IIHIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII 


SET    IN    CURTIS-POST  AND  POST  OLDSTYLE   ROMAN   NO.  1 
LITMOTONE   BRASS   RULE 
AMERICAN  TYPE   FOUNDERS  COMPANY 


Barristers  Hall 


Dear  Sir:- 

The  fakir  and  the  business  charlatan  often  advertise. 
Their  advertisements  are  usually  striking,  cleverly  worded 
and  wonderfully  effective. 

The  patent  medicine  quack  and  the  bonanza  copper  mining 
or  real  estate  promoter  are  pre-eminently  guided  by  the 
salesman's  instinct.   They  use  with  avidity  the  greatest 
selling  force  of  to-day  —  advertising.   And  when  they  fail 

—  for  in  the  end  their  Nemesis  overtakes  them  --  their  fail- 
ure is  due  to  rotten  goods,  dishonest  merchandise,  and  false 
representation.   Their  very  success  in  turning  the  spotlight 
of  publicity  upon  their  business  eventually  wrecks  thea. 

Now  you,  as  an  honest  manufacturer  of  honest  goods  with 
a  narrow  manufacturing  margin  of  profit,  look  on  the  grafter 
euid  patent  medicine  thief  with  aversion.   And  do  you  not 
sometimes  regard  the  force  of  advertising  also  in  the  same 
way? 

You  can't  put  out  your  goods  in  a  bottle  that  costs 
some  few  cents  and  sell  it  for  a  dollar. 

Or  you  may  know  of  some  case  where  a  man  bought  twelve- 
and-a-half-cent  hosiery  and  sold  it  for  &   quarter  —  by  ad- 
vertising.  Or  you  may  know  of  an  indifferent  make  of  under- 
wear that  outsells  more  worthy  goods  —  because  of  adver- 
tising. 

You  predict  for  these  manufacturers  an  eventual  failure 

—  and  80  do  we. 


[394] 


ivertising  Department 


}Uim.^> 


The  Curtis  Publishing  Company 


3c^o: 


soor 


PHILADELPHIA 

INDEPENDENCE  SQUARE 

ROBERT  L.  BARROWS,  Manager 

NEW  VORK 

1  MADISON  AVENUE 
WILLIAM  A.  PATTERSON,  Manoffcr 


THE  LADIES'  HOME  JOURNAL 
THE  SATURDAY  EVENING  POST 
THE  COUNTRY  GENTLEMAN 


3JLC 


CHICAGO 

HOME  INSURANCE  BUILDING 

WILLIAM  BOYD,  Manager 

BOSTON 

BARRISTERS  HALL 

STANLEY  R.  LATSHAW.  Manager 


MBERS  OF  ^^f.  CLEAHFACE  FAMILY       MONOTONE  BORDER 
;   TYPE  FOUNDERS  COMPANY 


1  Madison  Avenue 

New  York  City 


-2- 

But  iDecause  advertising  has  often  made  tremendous  first 
sales  for  an  unworthy  article  —  why  underestimate  the  foroe 
of  advertising  legitimately  used?  Even  the  -force  of  gravity 
has  been  used  to  hang  men.  And  the  force  of  advertising  has 
made  Ivory,  Colgate,  Heinz,  Steinway,  Sapolio,  Uneeda,  Vic- 
tor, Gold  Medal,  Tiffany,  Packard,  Armour  and  Walter  Baker. 

Very  few  commodities  or  "business  enterprises  could  en- 
dure and  grow  —  on  first  sales  alone.   You  want  EQ^raa^ent 
customers,  not  just  first  sales  to  transients. 


We  also  want  jiermanent  customers, 
in  casual  advertisers. 


We  are  not  interested 


We  want  to  interest  the  makers  of  honest  textiles  —  we 
do  not  v/ant  any  other  sort.   Our  experience  shows  indisput- 
ably that  unless  the  quality  is  in  the  goods,  advertising 
will  not  make  a  permanent  success.   Our  experience  also 
shows  that  intelligent,  persistent  advertising  will,  with 
common-sense  merchandising,  market  a  good  line  profitably. 

If  we  can  so  advise  you  that  a  great  selling  success 
may  he  huilt  for  you  in  the  next  five  years,  it  will  make 
for  your  profit  and  business  .security.   It  will  make  for  us 
another  successful  and  2.ermanent  customer. 

It  is  to  our  interest  to  put  our  experience  at  the  serv- 
ice of  the  maker  of  honest  goods.  Will  your  line  warrant  re- 
order after  re-order  --  if  we  can  secure  their  introduction 
to  3,314,000  American  homes? 

Very  truly  yours, 


[395] 


Advertising  Department 


The  Curtis  Publishing  Company 


PHILADELPHIA 

INDEPENDENCE  SQUARE 
ROBERT  L.  BARROWS,  Manager 

>EW  YORK 

1  MADISON  AVENUE 
WILLIAM  A.  PATTERSON,  Manager 


THE  LADIES'  HOME  JOURNAL 
THE  SATURDAY  EVENING  POST 
THE  COUNTRY  GENTLEMAN 


CHICAGO 

HOME  INSURANCE  BUILDIf 
WILLIAM  BOYD,  Manages 

BOSTON 

BARRISTERS  HALL 
STANLEY  R.  LATSHAW,  Manai 


SET  IN    MEMBERS  OF  THE  BODOM    FAMILY 
AMERICAN  TYPE  FOUNDERS  COMPANY 


1  Madison  Avenue 

New  York  City 


(ientlemen:- 

Another  great  commission  house  has  closed  its  doors. 

The  number  of  mills  "selling  direct"  is  increasing 
markedly  and  includes  many  of  the  leaders. 

You  would  have  doubted  ten  years  ago  --  perhaps  even 
five  years  ago  --  that  any  such  "revolutionary"  change  would 
take  place. 

The  position  and  power  of  the  Jobber  has  also  changed 
and  continues  to  change.   Some  of  the  dominating  New  York 
jobbers  of  yesterday  are  no  longer  with  us.   And  really  the 
great  jobbers  of  to-day  do  not  regard  themselves  as  "jobbers" 
but  rather  as  distributing  manufacturers.   They  either  own 
outright  or  control  mills  and  do  much  of  their  own  designing 
and  styling. 

Commission  houses  are  changing. 

Jobbers  are  changing. 

The  retailers  are  also  changing  their  selling  methods. 
The  big  department  stores  buy  almost  entirely  from  first 
hands  and  the  day  oi"  reserve  stocks  is  gone  forever.   One  of 
the  Boston  stores  even  refuses  its  buyers  stock  room.   Stock 
if  bought  must  stand  on  the  floor  until  sold. 

Great  changes  have  forced  themselves  on  every  distrib- 
uting and  selling  factor  and  must  next  force  themselves  on 
the  manufacturer. 

Mills  in  the  future  must  be  of  one  of  two  classes  — 

(a)  Mills  that  dominate. 

(b)  Mills  that  are  dominated. 

The  majority  of  course  will  belong  to  the  latter  class. 
They  will  make  whatever  goods  the  converter  or  jobber  may 
order.   They  will  organize,  design,  style,  finish  and  pack 
as  they  are  ordered  to.   They  will  run  full  time  when  goods 
are  scarce,  and,  half  time  when  Schedule  K  or  cotton  futures 
make  the  buyers  hold  off.   Their  profits  will  be  made  wholly 
from  superior  manufacturing  ability  or  from  successful  spec- 
ulation In  cotton,  wool  or  silk. 


[396] 


Wi)t  Curtis  ^ubltsfjins  Company 

THE  LADIES'  HOME  JOURNAL 
THE  SATURDAY  EVENING  POST 
THE  COUNTRY  GENTLEMAN 

Advertising  Department 


DWARD  W.  Hazen,  Advertising  Director 
Matlison  Avenue,  New  York 


LilSTER    BLACK,    RECUT   CASLON   AND   RECUT   CA5L0N    ITALIC 
|f(CH    BOftDER 
iAN  TYPE   FOUNDERS   COMPANY 


1  Madison  Avenue 

New  York  City 


-2- 

The  first  class  of  mills  will  be  few  in  number.   They 
will  not  only  maJce  goods  but  will  sell  them.   Ultimately 
they  will  have  sales  managers  and  a  staff  of  salesmen  calling 
on  the  1,200  leading  stores  direct.  They  will  also  sell 
through  Jobbers  to  the  60,000  stores,,  from  whom  the  jobber 
will  not  be  "eliminated"  for  many,  many  years. 

These  manufacturers  will  have  a  trade  mark. 

If  the  goods  warrant,  they  will  have  distinctive  wrap- 
pers, bands,  labels  or  boxes. 

Their  trade  marks  will  be  as  well  known  to  the  consumer 
as  Ivory,  Colgate,  Heinz,  Steinway  or  Packard, 

Their  products  will  be  "standardized."  "Standard"  with 
retailer,  jobber  and  exporter,  nearly  everybody  will  sell 
them  because  of  the  constant  "call  for  them." 

The  prices  on  these  goods  will  also  be  standardized. 

The  demand  will  remain  more  continuous  and  constant, 
and  the  feast  and  famine  of  heavy  buying  and  light  buying 
will  be  nearly  offset. 

When  product,  trade  mark,  demand,  volumes  and  selling 
methods  have  been  standardized,  it  will  make  possible  fur- 
ther standardizing  in  the  mills. 

Looms  rigged  for  a  continuous  run,  fewer  patterns  and 
decoll6t6  styles,  longer  seasons,  and  greater  certainty  of 
continuous  output,  mean  economies. 

Changes  are  coming,  they  are  inevitable,  they  are  work- 
ing in  every  great  industry.  .We  don't  know  how  long  or 
where  or  with  whom,  but  the  changes  are  coming. 

Last  year  some  3,000  manufacturers  spent  $8,000,000  in 
the  coliimns  of  our  two  publications. 

Our  experience  is  diversified  and  could  be  of  value  to 
you.  You  may  have  it  on  your  problem  —  without  obligations. 

Yours  very  truly, 


[397] 


The  Sheldon  School 

Founded  by  A.  E.  Sheldon,  Formulator  of  the  Science  of  Salesmanship  and  Business  Building 
OFFICES,  REPUBLIC  BUILDING  NUMBER  TWO  HUNDRED  NINE  STATE  STREET 


Chicago,  Illinois 


r-—' 

■t    y, — ^ 

«i^^^ 

SET   IN    STRATHMORE  OLDSTVLE        STRATHMORE    ORNAMENTS 
POOLE  PRINTINO   CO.,  BOSTON,  MASS. 


Dear  Sir:- 

You  can  look  over  your  work  point  tj   point — what  you 
are  doing  and  what  you  want  to  do — and  you  will  see  that 
your  profit  and  success  depend  mostly  on  the  way  you  sell 
your  goods  or  services. 

What,  then,  is  salesmanship?  You  will  find  the  answer 
in  the  little  book  enclosed. 

The  man  who  studied  out  that  answer  did  business  people 
a  great  service.  Ho  did  them  a  greater  service  when,  in 
1902,  ho  organized  The  ******  School  to  study  business- 
methodt!  and  experience — to  find  the  emswers  to  all  kinds  of 
business  questions  and  to  give  to  business  people  the  oppor-" 
tunity  to  know  these  answers  without  leaving  their  work. 

Our  satisfied  clients  have  helped  us  to  grow  into  the 
largest  school  in  the  world  teaching  a  single  subject  by 
mail,  with  a  total  membership  of  53,000  people. 

The  success  of  our  own  business  is  the  best  evidence  of 
our  ability  to  train  others.  We  .refer  you  to  the  ***** 
Trust  Company  Bank,  Chicago,  to  the  ******  Bank,  Liber- 
tyville.  111.,  or  still  better — get  a  special  report  on  us 
from  any  commercial  agency. 

We  believe  in  telling  the  truth  about  our  proposition — 
in  moderate  profits — in  giving  quality  of  goods  with  excel- 
lence of  service. 

"The  ******  Book"  tells  how  we  caji  help  you  to  get 
bigger  profits  and  better  satisfaction  in  your  business  af- 
fairs.  It  is  yours,  postage  prepaid,  for  one-cent  stamp  on 
enclosed  card. 

Yours  very  truly, 
N/A 


[398] 


THE 


HELDON  SCHOOL 


Founded  1903  by  A.  F.  Sheldon 
Formulator  of  the  Science  of  Salesmanship  and  Business  Building 


REPUBLIC  BUILDING 


No.  209  STATE  STREET 

Chicago,  111. 


SET    IN    BOOKMAN    OLDSTYLE   AND    BOOKMAN    ITALIC        CAXTON    INITIA 
AMfi^'CAN   TYPE   FOUNDERS    COMPANY 


Dear  Slr.:- 

Here  is  the  ♦♦••♦*  Book.  The  first  chapter  will 
help  you  to  determine  whether  you  are  one  of  those  who  can 
study  our  course  to  advantage. 

Chapter  II  (beginning  page  9)  tells  in  detail  what  kind 
of  knowledge  we  furnish.  A  description  of  the  lessons  and 
text-books  appears  on  pages  15-17.  Note  that  the  first 
twelve  lessons  cover  "the  salesman,  the  customer,  the  goods 
and  the  sale,"  which  are  the  elements  or  factors  in  every 
sales-transaction.  These  subjects  are  so  closely  related 
that  a  complete  knowledge  of  each  can  be  obtained  only  by  a 
thorough  study  of  them  all. 

The  remaining  lessons,  are  alike  valuable  to  everyone. 
It  isn't  what  we  know  about  business  that  "throws  us  down," 
but  what  we  don't  know.  And  the  more  we  know  about  business 
in  general,  the  better  we  oaji  handle  our  business  in  partic- 
ular. 

On  pages  18-21  (Chapter  III),  the  whole  plan  of  in- 
struction is  made  plain.  Note  that  your  student  privileges 
entitle  you  to  our  advice  and  help  in  every  detail  of  your 
work,  thus  making  the  course  as  personal  to  you  as  though  it 
had  been  written  for  you  especially. 


S130 


[399] 


'nr'fin 


LI^ 


HE 


OOL 


FOUNDED  1902  BY  A.  F.  SHELDON,  FORMULATOR  OF  THE  SCIENCE 
OF  SALESMANSHIP  AND  BUSINESS  BUILDING 


REPUBLIC  BUILDING 


209  STATE  STREE1 


Chicago,  III. 


SET    IN   COPPERPLATE   GOTHIC    Sh 

FLORAL   OECOfiATOR 

AMERICAN   TYPE    FOUNDERS    COM 


Chapter  IV  (22-26)  tells  how  ***•♦*  became  a  rec- 
ord-breaker salesman,  how  he  trained  and  managed  men,  and 
finally  'bece'me  the  first  man  to  gather  together  the  facts 
about  business  as  a  profession,  and  the  laws  which  govern 
gain  and  loss  therein,  and  to  reach  them  logically  and 
plainly. 

Pages  27-31  will,  I  think,  answer  any  questions  you  may 
ask.   If  not,  please  write  me  personally.   I  earnestly  re- 
quest you  to  note  also  page  32. 

A  few  moments  each  day  is  all  the  time  needed  to  master 
the  course.  You  oain  carry  a  lesson  booklet  with  you  and 
study  at  odd  minutes  during  the  lunch  hour,  on  the  oar,  or 
when  waiting  for  meals  or  interviews.  You  oaji  make  all  your 
time  worth  more  by  this  good  use  of  the  minutes  which  are  so 
often  wasted. 

The  enclosed  student  reports  will  interest  you  for  very 
apparent  reasons.   They  show  the  results  of  a  small  invest- 
ment in  better  business  education. 

The  sooner  you  make  this  investment,  the  sooner  we  cbji 
help  you  to  get  the  same  kind  of  returns. 


Yours  very  truly, 


AS/A 


<s>,- 


'f 


[400] 


nmc 


DBC 


REPUBLIC  BUILDING 
1(09  STATE  STREET 


The  Sheldon  School 

Founded  In  1902  by  A.  F.  Sheldon 
Formulator  of  the  Science  of  Salesmanship  and  Business  Building 


Chicago,  Illinois 


_EARFACE   GOTHIC        MONOTONE   BORDER        FRENCH    CAST   SQUARES 
i   TYPE   FOUNDERS   COMPANY 


Dear  Sir:- 

You  o€ui  make  payment  either  in  oash  or  in  small  amounts 
— see  the  enclosed  application  'blsmk. 

Whichever  plaji  you  take,  you  soen  finish  paying  us — hut 
the  results  we  pay  you  keep  on  coming — your  increased  effi- 
ciency stays  with  you. 

You  draw  dividends  on  it  every  time  you  receive  money 
for  your  service — this  year — next  year —  all  the  years  to 
come. 

That  is  the  experience  of  every  one  of  our  patrons  who 
is  earnest  and  sincere — who  does  his  part  as  fully  as  he  ex- 
pects us  to  do  oura. 

The  reports  of  a  few  of  them  are  enclosed.  They  have 
found  out  for  you  just  what  our  service  is  really  worth  in 
every-day  business. 

The  only  way  our  business  can  grow  is  through  serving 
our  patrons.  Your  interests  are  therefore  our  interests — we 
are  here  to  serve  you  as  we  are  serving  many  others. 

In  filling  out  the  hack  of  the  enrollment  form,  you  may 
vrrite  us  as  fully  as  you  wish.  The  information  will  bo  held 
confidential,  and  will  aid  us  in  serving  you- 

PR_6  '    Yours  very  sincerely. 


§130 


[401] 


Founded  1902  by  A.  F.  Sheldon 
Formulator  of  the  Science  of  Salesmanship  and  Business  Building 


The  Sheldon  School 


L.  C.  BALL,  Assistant  Secretary 


Republic  Building 

209  State  Street 


SET   IN    CENTURY   BOLD   EXTENDED   AND    CENTURY    BOLD    ITALI 
VERSATILE   ORNAMENT        MONOTONE    BORDER 

AMERICAN   TYPE    FOUNDERS   COMPANY 


Chicago,  Illinois 


Dear  Sir:- 

What  would  you  do  if  you  received  the  following  letter 
from  us? 

"Ten  days  from  date  is  positively  the  last 
day  on  which  it  will  he  possible  for  you  to 
secure  our  Science  of  Business  Building." 

Stop  a  moment  and  decide,  fair  and  square. 

We  never  expect  to  write  such  a  letter,  hut  we  are  writ- 
ing you  to-day  on  an  equally  importsjit  matter. 

You  are  sure  to  do  one  of  three  things  with  regard  to 
enrolling — 

You  will  enroll  now, 

You  will  enroll  after  awhile,  or 

You  will  not  enroll  at  all. 

There  is  no  doubt  that  you  wemt  for  yourself  such  in- 
creased earning  power  as  this  course  is  giving  to  thousands 
of  earnest  men  and  women. 

The  cost  will  be  just  as  great  later  on  as  now — in  fact 
we  have  been  obliged  to  advance  our  rates  several  times. 

To  start  now  means  that  you  get  more  for  the  same  money 
because  you  will  be  able  to  work  easier  and  earn  bigger 
profits  right  away. 

You  '.Yould  probably  have  enrolled  before  if  things  had 
been  a  little  more  favorable.   To  overcome  the  difficulties 
in  the  way  will  get  you  the  •♦*•♦•  Course,  and  make  you 
a  stronger  and  more  resourceful  man  for  having  made  the  ef- 
fort necessary  to  do  it. 

The  grass  always  looks  greener  ahead,  but  it  hardly 
ever  is.   This  is  YOUR  LAST  OPPORTUNITY  TO  START  NOW. 


Yours  faithfully, 


AS/1-3 


[402] 


THE  SHELDON  SCHOOL 

Fonnded  ia  1902  by  A.  F.  SHELDON,  Formulator  of  the  Science  of  Salesmanship  and  Business  Building 


REPUBLIC  BUILDING,  209  STATE  STREET,  CHICAGO,  ILLINOIS 

TELEPHONES,  HARRISON  802,  LIBERTYVIIXE  63       .      CABLE  ADDRESS,  "SHELTIFICO,  CHICAGO" 


OFFICERS 

A.  F.  SHELDON,  Prcsidtnt 

3.  D.  KENYON,  y.  PrauUnl 

C.  H.  PATTISON,  K  Praidmt 

JAMES  WOOD  FOCUE, 

V.  President 
C.  N.  DURAND,  Treaturer 

A.  H.  SMITH,  Secretary 
L.  C.  BALL,  Asst.  Secretary 


-Jji-iJ'i'iaiM. 


MA 


IN    MEMBERS   OF   THE   BOOONI    FAMILY        CHAP-BOOK   QLIIOONS 
?ICAN   TYPE   FOUNDERS  COMPANY 


> 


Dear  Sir:- 

There  are  two  kinds  of  efficiency: 
,    First,  the  kind  than  can  do  things  - 

Second,  the  kind  that  can  get  a  good  price  for  it. 

These  govern  what  you  get  in  return  for  the  use  of  your 
time.   It  is  a  safe  guess  that  you  either  feel  you  are  earn- 
ing more  than  you  get,  or  else  that  you  expect  to  be  more 
valuable  after  awhile. 

If  you  are  earning  more  than  you  get,  it  means  you  need 
to  learn  how  to  sell  your  own  services  -  Salesmanship  is  the 
main  thing  taught  in  the  ******  Course.   Even  a  small 
monthly  increase  in  the  money  you  get  will  easily  pay  for 
the  course  within  a  year  -  and  all  you  make  after  that  is 
clear  gain. 

Being  more  valuable  after  awhile  means  getting  ac- 
quainted with  yourself  -  finding  out  how  to  make  the  most  of 
your  personality  and  ability  - 

It  means  learning  your  goods  or  proposition  so  you  can 
talk  better  to  the  other  fellow  from  the  standpoint  of  his 
own  interests  - 

It  requires  a  better  understsmding  of  human  nature  - 
the  biggest  business  mistakes  are  mistakes  in  people  -  the 
biggest  successes  are  built  on  the  ability  to  handle  them  - 

It  means  knowing  how  a  msui's  mind  works  in  deciding  and 
acting  -  how  to  state  your  case  so  that  others  will  buy,  at 
a  profit,  the  service  you  can  give  them. 

You  can  get  all  this  knowledge  -  in  such  an  interesting 
way  that  it  will  stick  in  your  mind  -  by  giving  a  *  *  *  •  * 
lesson  booklet  a  place  in  your  coat  pocket,  and  by  putting 
in  a  few  minutes  at  a  time  no.w  and  then. 

You  can  count  on  a  page  a  minute  and  an  idea  frdm  every 
page  -  practical,  useful  ideas  on  how  to  do  things  and  how 
to  get  a  good  price  for  it.  More  ideas  in  your  work  mean 
more  value  to  your  time  and  more  cash  on  hand. 

Yours  very  sincerely, 
ASD/3 


§130 


[4031 


HE  SHELDON  SCHOOL 


FOUNDED  IN  THE  YEAK  NINETEEN  HUNDRED  AND  TWO  BY  A.  F.  SHELDON 
FORMULATOR  OF  THE  SCIENCE  OF  SALESMANSHIP  AND  BUSINESS  BUILDING 


SET   IN    DELLA   ROBBIA        OELLA   ROBBIA    INITIAL        LINEAR   BORDER    NO.    2 
AMERICAN   TYPE   FOUNDERS   COMPANY 


REPUBLIC  BUILDING,  209  STATE  STREET 

Chicago,  Illinois 


Dear  Sir:- 


You  get  more  pay  for  each  working  hour  now  thain  you  did 
the  first  day  you  worked- -why? 

Because  you  have  put  more  value  into  each  hour  of  your  . 
time--you  have  developed  your  efficiency. 

Your  business  efficienc:f  grows  out  of  your  husineas 
ideas,  and  these  come  from  your  business  knowledge.   If  you 
enrich  your  knowledge  with  the  tested  and  proven  experience 
of  other  men,  you  save  yourself  valuable  time  and  the  need- 
less labor  of  studying  out  that  which  is  already  known — you 
avoid  useless  and  expensive  experiment  in  your  business 
methods — you  meuke  yourself  a  many-brain-power  man--you  add 
other  men's  business  knowledge  to  your  own  efficiency — you 
get  the  best  possible  material  out  of  which  to  manufacture 
new  and  original  ideas. 

These  new  ideas  in  business  are  what  make  and  break 
records — they  bring  out  new  ways  to  save  time  and  labor-- 
they  mark  the  difference  between  the  man  who  gets  paid  much 
and  the  one  who  receives  little.   They  make  sales-- they  win 
and.   keep  trade. 


The  ♦*•♦♦♦  will  give  you  the  tested  knowledge  of 
other  men  from  which  to  work  out  new  ideas  for  your  business. 

Each  lesson  goes  easily  into  your  coat  pocket,  with 
room  to  spare--you  can  cover  a  page  in  a  minute  or  so--those 
spare  minutes  you  have  often  had  to  waste  when  you  were  de- 
layed, or  while  "en  route,"  or  at  lunch  time. 

We  have  shown  you  honestly  just  why  and  how  our  course 
will  put  more  value  into  each  hour  of  your  working  time. 
Busy  and  successful  men  judge  and  decide  quickly. 


ASD/2 


Yours  very  sincerely, 


[404] 


OFFICERS 

A.  F.  SHELDON.  Pr««. 
J.D.  KENYON.V.  Pres. 
C.  H.  PATTISON.V.  Pr«i. 
JAMES  WOOD  POGUE 

V.  Prci. 
v..  N.  DURAND.Tre.t. 

A.  H.SMITH.  Secy. 
L.  G.  BALL.  AsBt.  Secy. 


Founded  in  1902  by  A.  F.  SHELDON    The  FofmuUtor  of  the  Science  of  Saletinanthip  and  Buiinett  Buildini 

REPUBLIC  BUILDING,  209  STATE  STREET,  CHICAGO,  ILLINOIS 


DIRECTORS 

A.  F.SHELDON 
J.  D.  KENYON 
C.  N.  DURAND 
F.  P.  DYMOND 
C.  H.  PATTISON 
JAMES  WOOD  POGUE 
W.  IRVING  LAKE 
A.  G.  SHELDON 


IN    CLOISTER    BLACK   AND    NEW   CASLON 
TILE  TINT  FORMERS       CHAP-BOOK  OUIOONS 
RlCAN  TYPE  FOUNDERS  COMPANY 


'1 


t 


Dear  Slr:- 

•The  Bttklng  of  permanent  and  profitable  patrons  ~ 

That  is  Bitsinesa  Building.  Tou  want  to  "build  your  busi- 
ness and  we  want  to  build  ours. 

le  can  profitably  work  together.   We  expect  to  increaise 
<mr  business  and  influence  by  helping  you  increase  yours. 

We  are  tbee   largest  correspondence  school  in  the  world 
specializing  on  a  simple  line  of  training.   We  shall  con- 
tinue to  grow  if  we  continue  to  obey  that  law  of  bu3in««« 
success  which  says:   •The  Science  of  Business  is  the  science 
of  serrice — he  profits  Bost  who  serres  best." 

We  can  give  real  service  and  secure  confidence  in  our- 
selves only  on  the  policy  of  the  square  deal.   So  we  have  no 
"cut  prices"  to  offer — no  "special  inducements."  Real, 
practical  business  training  at  a  moderate  price  is  its  own 
inducement. 

"If  you  get  something  for  nothing,  is  it  worth  it?" 

We  offer  you  "goods"  of  proven  value  to  you — and  at  the 
lowest  possible  rate  consistent  with  the  giving  of  real 
service. 


Yours  very  sincerely, 


AS/y-3 


^130 


[405] 


OFFICERS 
A.  F.SHELDON,  Pres. 
J.  D.  KENYON,Vice-Pres. 
C.  H.  PATTISON,  Vice-Pres. 
Iames  wood  POGUE, 

Vice-Pres. 
C.  N.  DURAND.Treas. 
A.  H.SMITH,  Secy. 
L.  C.  BALL,  Asst.  Secy. 


The  Sheldon  School 


Founded  1902  by  A.  F.  SHELDON 

Formulator  or  the  Science  or  Salesmanship  and  Business  Building 


DIRECTORS 
A.F.SHELDON 
J.  D.  KENYON 
C.N.  DURAND 
F.  P.  DYMOND 
C.  H.  PATTISON 
JAMES  WOOD  POGUE 
W.  IRVING  LAKE 
A.G.SHELDON 


Republic  Building,  209  State  St., 

Chicago.,  Illinois 


SET   IN    MACFARLAND    ANO   MACFARLANO   I 
AMERICAN   TYPE   FOUNDERS   COMPANY 


Dear  Sir:- 

Findlng  a  market  for  your  knowledge,  service,  skill, 
ideas — 

Exchanging  drygoods,  hardware,  groceries,  stocks  and 
bonds,  insurance,  real  estate  or  machinery  for  money — 

Even  making  a  good  impression  on  those  you  meet 
socially — 

All  these  are  Salesmanship,  for  a  sale  is  an  AGREEMENT 
OF   MIITDS,  and  a  Salesman  is  the  man  who  can  secure  confi- 
dence in  himself  and  his  undertakings — who  can  build  his  in- 
fluence and  profits.  Prom  a  strictly  financial  and  business 
standpoint,  he  is  the  one  who  can  show  other  people  the 
reason  why  they  should  part  with  good  coin  in  exchange  for 
his  goods  or  service. 

That  can't  be  done — at  least,  not  many  times  in  the 
same  place — merely  by  clever  tricks  or  skillful  Juggling  of 
words  and  facts — not  by  learning  a  set  of  rules,  nor  a  "pre- 
served" selling  talk. 

To  sell  to-day,  and  to  keep  right  on  selling  at  top- 
notch  efficiency,  you  need  to  know  that  a  sale  is  only  one 
part  "proposition,"  brt  three  parts  "hianan  nature"--like 
yours,  the  other  fellow's,  and  bringing  them  both  to  agree. 


[406] 


1 

If 

— ^'^ 

FOUNDED  IN  1902  BY  A,  F.  SHELDON,  FORMULATOR  OF  THE  SOENCE 
OF  SALESMANSHIP  AND  BUSINESS  BUILDING 

THE  SHELDON  SCHOOL 

REPUBLIC  BUILDING.  209  STATE  STREET 

> 

■iET    ■!.    PACKARD 

STRATKMORE   ORNAMENT        L1TH0T0NC   BRASS   RULE 
IMtKiCAN   TYPE   FOUNDERS   COMPANY 


Chicago,  Illinois 


-2- 

To  find  out  the  kind  of  man  you  are  and  how  you  can  im- 
prove on  the  original  pattern — to  learn  the  signs  that  show 
your  customer's  ideas,  tastes,  needs  and  circximstances — to 
know  your  proposition  and  why  he  should  buy  it — to  train 
your  ability  to  put  into  his  mind  your  own  knowledge  and  con- 
fidence in  what  you  have  to  sell- 
That  is  the  kind  of  knowledge  that  gets  orders,  patron- 
age and  profit  right  where  they  do  the  most  good — 

It  is  KNOWLEDGE  CLASSIPIED~put  into  handier  shape  for 
you  to  think  about  emd  use — full  of  new  points  and  plans  for 
getting  more  of  them — it  IS  POWER  which  we  have  all  ready 
harnessed  for  you  to  hitch  up  to  the  bandwagon  of  your 
success. 

You  can't  really  doubt  the  statements  of  successful 
business  men,  nor  the  dollars  they  have  earned  because  they 


were 


*  *  •  « 


students.  I  really  feel  that  there  is  scarcely 
need  for  the  reminder  that  when  you  take  care  of  the  present 
your  future  looks  out  for  itself. 

Yours  very  sincerely, 

AS/P4 


[407] 


OFFICERS  : 

A.  F.SHELDON,  Pres.  : 

3.  0.  KENYON,  V.  Prcs.  • 

J.  W.  POGUE,  V.  Pres.  ; 

C.  N.  DURRND,Tr€o=.  : 

A,  H.  SMITH,  S.ci).  : 

L.  C.  BALL,  Asst.  Secu.  ; 


1  TKc 

Siicldon 

1 

Scliool  1 

t                                     FormuU 

• 

FOUNDED  1902  BY  A.  F.  SHELDON                                                  \ 

■ 

or  of  the  Scie«ce  of  Solcsmonsh.t*  ond  Business  BuUa'ing                                  | 

; 

• 

{••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••7*«   .•****•   ■****%   a*****.   .•***•_   /?•••••••••••( 


DIRECTORS 
ft.  F.  SHELDON 
J.  D.  KENXON 
C.  H.  PATTISON 
JAMES  WOOD  POGUE 
W.IRVING  LAKE 
ft.  G.  SHELDON 


••••••••••••••••••••••••••••••••••••••••••••••••a 


SET  IN    PEN   PPINT       DAINTY  BORDER 
AMERICAN  TYPE  FOUNDERS   COMPANY 


Republic  Buiiaing,  209  SVate  Street 

CliicQdo,  Illinois 


Dear  Sir:- 

Whether  your  business  opportunities  lose  or  win  for  you 
all  depends  on  YOU. 

You  have  to  fight  for  better  position  and  bigger  prof- 
its. Lots  of  other  people  want  the  same  job  you  do — the 
same  sale — the  same  customer.  To  fight  well  you  must  be 
trained  well. 

The  *♦♦***♦  School  trains  well  for  business  build- 
ing. Ten  years  of  success  prove  it.  Thousands  of  satisfied 
patrons  heap  up   the  ei^vldenoe. 

You  pay  tor  a  mental  equliment  OBce,  btnt  It  lasts  a 
lifetime,  working  every  day.  The  more  you  use  it,  the  better 
it  gets. 

The  sooner  you  get  it,  the  more  you  can  use  it — the 
more  things  you  can  get  that  you  want. 

It  is  our  work  to  help  yon  get  more  success.  We  are 
proud  to  offer  you  our  service,  because  it  is  backed  by 
proven  ability. 

Yours  faithfully, 
AS/H3 


[408] 


Ill 


A.  F.  SHELDON,  President  J.  D.  KENYON,  Vice-President 

The  Sheldon  School 

Founded  1902  by  A.  F.  SHELDON 

Formulator  of  the  Science  of  Salesmanship  ^,''^^^■1    [B^M^^°-~^  „         .,,    „    ,,.,    ^  ««« <->*   ^    «3.t_      x 

,„     .         „  .,,.  v.-'^^^^^STlhrirrS^^^^r^^  Republic  Building,  209  State  Street 

and  Business  Building  -^    .^^r- ^>^  iimiii  ro^  ^^^fc.  ^  »-  ■»' 


^^| ii^i  ir=y     .i^  A^='ln"         A^^     V-ii  =irnr 


.s 


I    CENTURY   BOLD   EXTENDED   AND   CENTUHV   EXPANDED        ACME   BORDER 
CAN   TYPE   FOUNDERS    COMPANY 


Chicago,  111. 


Dear  Sir:- 

Your  competitor  -  if  you  haven't  met  him  yet,  you  may 
to-morrow,  and  he  may  he  a  'biggor  man  than  you  are. 

He's  out  after  just  what  you  want.   And  you  oan't  blame 
blm  -  he  has  the  same  hread-and-hutter  problem  -  the  same 
success  problem  -  that  you  have  yourself. 

He  won't  be  bashfiil  about  taking  your  business  away 
from  you,  but,  at  that,  he  is  a  good  friend  of  yours  -  he 
makes  you  hustle  to  keep  up  with  him  or  ahead  of  him  -  and 
that  makes  you  a  better  maji  and  bigger  success. 

It's  a  fair  fight  "between  you  and  him,  and  the  best  man 
wins  -  the  best  man  in  training,  equipment,  ability,  person- 
ality. 

ARE  YOU  THAT  HAN?  Or  are  some  of  your  efforts  "almost" 
Bucoessful  -  some  of  your  sales  "almost"  made  -  some  of  your 
customers  "almost"  won  -  some  of  your  patronage  "almost" 
secured?  Does  some  "little  slip"  spoil  your  plans,  just  as 
the  small  leak  sinks  the  big  ship? 

rjtjjg  •  *  4,  «  *  *  Course  will  give  you  better  TRAINING 
on  how  to  build  your  influence  and  business  -  will  improve 
your  IQUIHIENT  of  plans  and  methods  -  will  develop  your  men- 
tal and  physical  ABILITY  -  will  draw  out  in  you  the  faculties 
that  shine  in  a  strong  and  attractive  PERSONALITY.   It  will 
give  you  that  confidence,  built  on  sure  knowledge,  that 
enables  you  to  say; 

■I  AM  THAT  MAN.   I  know  why  men  fail  and  why  they  suc- 
o«ed;'I  know  the  methods  I  must  use  -  I  have  the  knowledge 
and  training  I  need  to  win  in  my  war  of  competition." 

But  first  you  must  say  something  like  this  - 

■I  want  less  'almost'  sales  and  more  real  ones  -  I'm 
out  to  make  that  fellow  who  wants  my  Job  sit  up  and  take 
notice.   I  will  use  the  service  of  the  •*♦**•  School, 
because  they  are  helping  thousands  of  men  to  make  ne^  rec- 
ords and  to  win  out  over  competition  -  and  MAYBB  MY  PET  COM- 
PETITOR IS  ONE  OP  THEM.   I  can  Just  get  as  much  out  of  the 
course  as  he  can  -  and  keep  on  giving  him  a  run  for  his 
money . " 

Say  it  -  ALL  of  it.   Then  DO  it  -  why  not? 
Tours  very  sincerely, 
AS/H-4 


5130  [409] 


OFFICERS:    A.   F.  SHELDON.  PRESIDENT  J.  D.   KENYON.  VICE-PRESIDENT  C.  H.  PATTISON,  VICE-PRESIDENT  JAMES   WOOD   POOUE.  VICE-PRESIDENT 

C.  N.  DURAND.  TREASURER  A.   H.  SMITH.  SECRETARY  L.  C.  BALL,  ASSISTANT  SECRETARY 

THE  SHELDON  SCHOOL 

FOUNDED  IN  190Z  BY  A.F.  SHELDON.  FORMULATOR  OF  THE  SCIENCE 
OF  SALESMANSHIP  AND  BUSINESS  BUILDING 

:^:^::^^.::'":::^r:^"^::::^'' "       4c3k^3fe?*S^     republic  bldg.,  209  state  st. 


SET   IN    MEMBERS   OF   THE   COPPERPLATE   GOTHIC   FAMILY 
LITHOTONE   8RASS   RULE        FLORAL   DECORATOR 
AMERICAN   TYPE   FOUNDERS   COMPANY 


Chicago,  Illinois 


Dear  Slr:- 

The  little  'booklet  enclosed  tells  about  the  "Man  Who 
Bossed  Johnson. 

You  can  "boss  Johnson"  better  when  you  know  him  real 
well. 

Did  you  ever  stop  to  think  that  you  have  some  sixty 
different  kinds  of  mental  and  bodily  powers,  and  that  each 
one  of  these  sixty  can  be  used  in  many  different  ways  for 
the  doing  of  many  different  things? 

To  be  able  to  even  name  these  different  powers  would 
"help  some"  -  to  know  their  uses  and  value  would  help  more  - 
and  to  know  how  to  take  hold  of  each  element  in  your  person- 
ality and  train  it  to  higher  efficiency  and  attractiveness 
would  help  most  of  all. 

What  do  you  know  about  yourself?  Do  you  know  the  kind 
of  mental  and  bodily  power  that  is  shown  by  the  color  of 
your  eye,  the  shape  of  your  head,  the  texture  of  your  skin? 
Do  you  know  your  strong  points  and  how  to  develop  them  - 
your  weak  points  and  how  to  guard  against  them? 

Do  you  know  just  how  well  the  quality  of  your  make-up 
and  your  own  personal  abilities  fit  you  to  do  what  you  do? 
Do  you  remember  that  strong  men  -  able  men  -  forceful  men  - 


[410] 


OFFICERS 

A.  F.  Sheldon,  Pres. 

J.  D.  Kenyon,  V.  Pres. 

C.  H.  Pattison,  V.  Pres. 

James  Wood  Pogue, 

V.  Pres. 

C.  N.  Durand.  Treas. 

A.  H.  Smith,  Secy. 

L.  C.  Ball.  Asst.  Secy. 

Che  Sheldon  School 

DIRECTORS             r 

A.  F.  Sheldon 
J.  D.  Kenyon              -i 
C.  N.  Durand               J 
F.  P.  Dymond 
C.  H,  Pattison 
James  Wood  Pogue 
W.  Irving  Lake 
A.  G.  Sheldon 

"':■■••.■"■'  '■■■■;■-■■•■■                                        ■  -•:    ■■-    ■    ' 

llillllllllllil!iLi!!l:jillllllllllllllllllllllllllllllllllllllll!l^^ 

bounded  1902  by  A.  F.  SHELDON.    Formulator  of 
he  Science  of  Salesmanship  and  Business  Building 


HURCH   TEXT  AND   CLEARFACE 
jHtAR   BORDER   NO.  2       MONOTONE   BORDER 
MCAN   TYPE   FOUNDERS   COMPANY 


Republic  Building,  209  State  Street 


Ctilcago.llU. 


-2- 

influential  men  -  are  the  successful  men  in  every  line  of 
wo  rk? 

You  can  laecome  thoroughly  acquainted  with  "Johnson," 
you  can  learn  to  manage  him  -  hy  the  personality  training 
contained  in  the  ••♦♦•♦  Course  -  it  is  complete, 
thorough,  intensely  interesting. 

And  personality  training  is  only  one  of  the  things  you 
get  in  this  course  -  there  is  always  "the  other  fellow"  to 
be  considered  in  every  deal  you  make  -  and  you  get  his 
agreement  quicker  when  you  can  size  him  up  quickly  and  have 
learned  beforehand  how  best  to  deal  with  him. 

Then  ther6  is  your  proposition  -  the  thing  you  want  to 
do.  You  want  to  know  it  and  to  be  able  to  tell  it  to  others 
so  they  will  know  it,  will  agree  with  you  and  take  action 
upon  what  you  have  shown  them. 

The  best  way  to  find  out  all  about  this  efficiency 
training  would  be  to  send  for  The  •♦••••  Book  -  its 
price  to  you  is  a  one-cent  stajnp  on  the  enclosed  card  -  and 
the  Government  gets  the  stamp.  We  send  you  the  book  for 
nothing  and  prepay  the  postage. 


Yours  very  truly. 


LCB/BJ 


§130 


[4111 


ni  —in 

J,  €timunb  ®  jjompgon 


SET   IN    CLOISTER   BLACK        ITALIAN   BAND        MONOTONE   BORDER 
AMERICAN   TYPE   FOUNDERS   COMPANY 


Dear  Sir:- 

Very  likely  there  have  been  mornings  when  you  have  said 
to  yourself  -  "Why  the  dickens  didn't  I  stay  at  home  last 
night  and  go  to  "bed  at  a  decent  hour?"  And  no  doubt  there 
have  been  evenings  when  you  have  wondered  why  you  did  not 
enjoy  things  just  as  you  used  to.  At  such  times  I  fancy  you 
may  have  solaced  yourself  with  the  moth-eaten  fallacy  that, 
-  "As  a  man  grows  older  he  shotildn't  expect  to  get  the  same 
fun  out  of  life  that  he  did  in  his  earlier  years."  Poor  old 
exploded  idea! 

I,  for  one,  am  glad  that  it  IS  an  exploded  idea.  A 
man  should  be  a  good  bit  older  than  you  are  before  the  keen 
edge  of  enjoyment  is  dulled.  Of  course  I  do  not  mean  to  saj 
that  there's  no  limit  to  the  liberties  a  man  can  safely  take 
with  his  bodily  machine.  But  I  do  mean  to  say  that  to  the 
man  whose  piiysical  oondition  is  what  it  should  be,  saoh 
things  as  indigestion,  constipation,  headaches,  liver  and 
kidney  troubles,  rheumatism,  gout,  obesity,  nervousness, 
insomnia,  and  other  common  ills  are  unknown. 

Por  years  my  time  has  been  devoted  to  the  study  of  just 
one  thing  -  THE  PJBLATION  OP  EXERCISE  TO  HEALTH.   I  do  not  re- 
fer to  the  xisual  gynmasium  "stiints"  but  to  scientific  physi- 
ological exercise  carefully  studied  out  for  each  Individual 
case.  And  this  knowledge  I  have  imparted  to  biindreds  of 
prominent  business  and  professional  men,  including  physi- 
cians of  national  reputation. 

What  I  teach  requires  little  time,  no  diet,  no  absence 
from  business,  no  giving  up  of  accustomed  pleasures.   Its 
effect  on   a  man's  mind  is  as  marked  as  the  effect  on  his 
body.   There  is  not  a  man  living  who  would  not  be  benefited 
by  it. 

Just  mail  the  enclosed  card  and  let  me  tell  you  about 
it. 

Sincerely, 


[412]  §13 


t       SET    IN   TYPO   SHADED        STRATHMORE   ORNAMENT        LITHOTONE   BRASS    RULE 
ZAH    TYPE   FOUNDERS   COMPANY 


Dear  Sir:- 

I  don't  dare  tell  ^.  ou  the  full  truth  -  you  would  not 
believe  it.  I  wouldn't  have  believed  it  a  few  years  ago; 
but  I  tried  my  plan  on  myself  first  -  here  is  what  it  did 
for  me:- 

I  was  so  much  of  a  weakling  that  I  could  not  buy  a  dol- 
lar's worth  of  life  insurance.   To-day  I  eun  in  such  superb 
health  that  insurance  doctors  call  me  a  "perfect  risk." 

Thus,  starting  with  absolute  faith,  I  began  to  teach 
others  the  thing  that  had  done  such  wonders  for  myself  -  the 
RIGHT  kind  of  exercise.   Not  gymnastic  "stunts,"  but  exer- 
olse  in  a  new  and  fundeunental  conception  of  the  word.  Gentle, 
natural  movements  that  develop  your  great  VITAL  MUSCLES  - 
for  the  heart,  lungs,  liver,  bowels  are  muscles  -  so  they 
oan  perform  properly  their  functions  -  Dynamos  that  supply 
their  full  msin-power. 

What  has  been  the  result?  Ask  any  of  the  hundreds  of 
men  -  captains  of  industry  and  leaders  in  the  professions 
all  over  America  -  who  have  received  such  priceless  benefit 
from  my  Course  that  they  have  given  me  permission  to  use 
their  names  as  references. 

But  I  ask  you  to  take  no  man's  word  for  it  -  1  offer 
you  the  chance  to  convince  yourself  that  refreshing  sleep, 
a  sound  digestion,  strong  lungs  and  heart  and  nerves,  a 
clear  mind,  buoyant  spirits,  vigorous  muscles  -  the  perfect 
health  you  may  no  longer  know,  is  within  your  grasp. 

I  can't  expect  this  letter  to  convince  you  -  but  if  you 
are  intarested  I  shall  be  glad  to  send  you  my  book,  "Human 
Bnergy,"  free  smd  without  obligation  on  your  part.   You  will 
find  it  startling,  yet  obviously  true;  and  it  tells  how  you 
may  test  the  value  of  my  plan  in  your  own  particular  case 
without  risking  a  single  penny. 

May  I  request  you  to  post  the  enclosed  card  before  it 
is  mislaid? 

Yours  very  truly, 


[413] 


J.  EDMUND   THOMPSON 

^VORCKSTER,   ]VIASS. 


SET  BY  THE 

POOLE  PRINTING  COMPANY 

BOSTON,  MASS. 


Dear  Sir:- 

After  playing  bridge  the  other  night,  some  one  at  the 
table  started  doing  card  tricks.  You  know  what  a  bore  they 
are?  So  pretty  soon  I  said,  "I  can  do  a  trick  worth  all  of 
those,"  and  taking  a  pack  of  cards,  I  tore  them  in  two. 

Well  sir,  you  would  have  thought  a  miracle  had  taken 
place,  to  have  seen  their  faces;  but  when  I  put  the  halves 
together  and  tore  them  straight  across,  the  chorus  of,  "For 
Heaven's  sake  how  did  you  do  it?"  got  embarrassing. 

"Did  it  with  my  heart  and  lungs,"  said  I,  which  only 
seemed  to  make  matters  worse.   "There's  no  trick  to  it  - 
merely  a  question  of  being  strong.  And  there  is  no  trick  to 
being  strong  -  it's  merely  a  matter  of  getting  into  vigorous 
health,  organically." 

And  there  is  no  trick  about  getting  into  vigorous 
health,  for  all  the  organs  -  heart,  lungs,  bowels,  etc.,  -are 
muscles,  and  properly  directed  exercise  -  a  few  minutes  each 
day  of  natural,  gentle  movements  -  will  strengthen  and  tone 
up  these  vital  muscles  so  they  can  perform  their  functions 
properly.   That's  the  all-important  thing  -  the  strength  of 
external  muscles  follows  as  a  matter  of  course. 

I  would  like  to  tell  you  more  about  it  -  not  strength 
tricks  but  good  health  -  and  I  will  do  so  without  expense  or 
obligation  on  your  part  if  you  will  return  the  enclosed  post 
card.  Unless  you  are  in  perfect  health  you  will  be  glad 
every  day  of  your  life  for  doing  so.  Even  then,  I  will 
guarantee  that  what  I  have  to  say  won't  bore  you. 

Yours  very  truly, 


[414] 


•F.  E2I>]^XJXI>  THOJUPSOX 


<    ENGRAVERS   SHADED        DELLA   ROBBIA   ORNAMENT 

CAN   TYPE   FOUNDERS   COMPANY 


Dear  Sir:- 

Soon  after  seven  every  morning  I  get  to  my  desk;  at 
noon  go  across  the  street  for  a  hurried  lunch;  along  toward 
six  o'clock  I  quit  work,  not  because  I  am  tired,  but  because 
I'm  hungry  -  I  am  never  tired. 

I  can't  spare  the  time  to  walk  home;  I  invariably  ride 
both  ways.   This  has  been  my  dally  routine  for  several  years. 
I  don't  get  a  bit  of  what  people  commonly  call  "exercise." 
Yet  my  muscles  are  as  hard  as  steel  and  I  am  in  literally 
perfect  health. 

I  have  forgotten  what  it  is  to  have  indigestion  or  head- 
aches, or  feel  low  in  my  mind.  My  day's  work  is  all  the 
cocktail  I  need  for  a  hearty  dinner  and  a  happy  evening. 
Pull  of  eagerness  for  the  next  day,  I  drop  asleep  the  min- 
ute my  head  hits  the  pillow. 

But  please  don't  envy  me  for  being  born  with  "such  a 
wonderful  constitution  and  disposition."  I  wasn't.   I  used 
to  feel  depressed  much  of  the  time,  and  a  few  years  ago  I 
was  what  is  popularly  called  "all  in,"  to  such  an  extent 
that  I  couldn't  buy  a  dollar's  worth  of  life  insurance. 

I  admit  the  change  is  wonderful  -  almost  miraculous, 
considering  the. fact  that  I  brought  it  about,  myself,  solely 
by  a  few  minutes  daily  attention  to  my  body,  in  my  own  bed- 
room.  I  would  consider  it  actually  a  Miracle,  had  I  not 
brought  about  a  similar  change  in  hundreds  of  prominent  men 
all  over  America,  by  the  same  principles. 

I  am  so  certain  I  can  do  the  seune  thing  for  you,  that 
I  am  willing  to  make  the  test  at  my  risk.  But  all  I  am  ask- 
ing in  this  letter  is  permission  to  lay  the  facts  before  you 
without  expense  or  obligation. 

The  enclosed  postcard  will  bring  you  full  information. 
And  if  you  are  in  any  way  dissatisfied  with  your  physical 
condition,  please  post  it  now. 

Yours  very  truly, 


§131  [415] 


AN  ELABORATE  FOURTH  OF  JULY  CELEBRATION,  JULY  2nd,  M  and  4th,  1911 


ISOtli  Anniversary  of  tne 
Founding  of  Pittsf  ield 


Mayor  K.  B.  MILLER,  Gliairman  Ex-Offiolo        Shetii  JOHN  NICHOLSON,  Gbairman        G.  H.  GOOPER,  Treaa.       WM.  F.  FRANGIS,  Sec. 


SET   IN    BEWICK   ROMAN        MfSSION   TOYS 
POOLE   PRINTING   CO.,    BOSTON,    MASS. 


Pittsfield,  Mass. 


Fellow  Members  of  the  150th  Anniversary  Committee: 

The  tentative  plans  for  this  "big  cele'b ration,  that  will 
do  so  much  for  Pittsfield,  are  now  well  under  way.   They  in- 
clude religious  and  historical  exercises  in  the  churches  on 
Sunday  morning,  July  2,  and  an  address  by  President  Garfield 
of  Williams  College  at  the  citizens'  mass  meeting  in  the 
afternoon. 

Monday  is  to  be  Historical  Day,  with  dedication  of  his- 
torical boulder,  singing  by  school  children,  Grajid  Historical 
Pageant  in  the  afternoon  and  a  historical  oration  by  Ex- 
Govornor  Long  in  the  evening. 

On  Tuesday  comes  the  4th  of  July  Celebration,  with  the 
three  aeroplane  flights  conducted  by  a  Curtiss  aviator,  the 
big  Civic  and  Coiamercial  parade,  larger  by  far  than  anything 
ever  attempted  ixi  this  city  before.   1,000  school  boys  in 
khaki  suits  and  caps  will  march  in  this  parade.  Lots  of 
music,  twilight  drill  by  Militia  at  sunset  on  the  common, 
big  display  of.  fireworks  in  the  evening. 

All  this  will  cost  $10,000.   The  city  has  appropriated 
$4,000  -  that  leaves  $6,000  for  your  Pinanco  Comjnittee  to 
get.   Before  we  go  to  the  public  asking  for  funds,  it  has 
seemed  wise  that  we  should  first  ask  every   mciuber  of  the 
several  committees,,  who  will,  to  subscribe  $10.   If  every 
member  does  this,  it  will  assure  at  once  the  success  of  the 
undertaking  and  give  the  finance  Committee  something  tangi- 
ble and  convincing  to  go  to  the  general  public  with,  for  it 
will  show  that  the  committees  have  faith  in  this  great  enter- 
prise for  the  good  of  the  city. 

Please,  therefore,  fill  out  one  of  the  enclosed  blanks 
and  send  it  to  the  chairman  before  Thursday  evening.  May  18, 
as  it  is  absolutely  necessary  that  he  should  know  how  much 
can  be  expected  from  our  committee  men. 

Yours  very  truly, 

P.S.   If  $10  is  too  much,  please  fill  in  what  you  think 
right,  and  return  before  Thursday. 

[416] 


MAYOR  KELTON  B.  MILLER,  Chairman  Ez-oBi( 


SHERIFF  JOHN  NICHOLSON,  Chairman 


Fourth  oE  July 
Celebration 


\^^=j^ 


On  July  2nd,  3rd 
and  4th.  1911 


IN    CONDENSED   FOSTER   AND   CONDENSED   WEBB 
^BRATION    BORDER        MERCANTILE   BORDER 
fiGAN   TYPE   FOUNDERS   COMPANY 


Dear  Sir:- 

Alaout  a  week  ago,  we  wrote  all  the  Bembers  of  the  150th 
Anniversary  Committee,  asking  them  to  send  as  soon  as  pos- 
sihle  their  check  or  pledge  to  the  Finance  Comnlttee,  that 
we  might  know  how  much  to  ask  the  public  for,  when  the  gen- 
eral canvass  is  made  beginning  June  1. 

120  members  have  either  sent  their  checks  or  pledges  up 
to  date.  We  know  that  you  have  many  things  to  do;  we  would 
ask  if  possible  that  you  take  time  to  fill  out  the  enclosed 
blank  and  mail  within  the  next  few  days. 

This  is  a  big  undertaking  -  it  will  be  a  big  celebra- 
tion and  a  big  thing  for  the  city  of  Pittsfield. 

Thanking  you  in  ewivance,  I  am,  for  the  Finance 
Coamiittee, 

Yours  very  truly, 


^32 


[417] 


4th  of  July  Celebration  ^  and  150th  Anniversary 


On  July  2nd,  3rd  and  4th,  1911  >v^  The  Founding  of  Pittsfield,  Mass. 


MAYOR  KELTON  B.  MILLER,  Charmaii  Ex-Offido         WILUAM  F.  FRANCIS,  Secretary 


SHERIFF  JOHN  NICHOLSON,  Chainun 


GEORGE  H.  COOPER,  Treasurer 


Dated 


[ 


SET   IN    CHELTENHAM    BOLD    EXTRA   CONDENSED 

FIRECRACKER    BORDER        CHAP-BOOK   GUIDONS 
AMERICAN   TYPE   FOUNDERS   COMPANY 


Dear  Sir:- 

It's  the  beginning  of  the  last  week  previous  to  the 
150th  Anniversary  Celebration  of  the  Pounding  of  Pittsfield. 

The  Finance  Committee  has  yet  ahout  $3,000  to  raise. 
The  money  has  come  in  very  freely,  and  the  subscriptions 
have  been  most  liberal.   The  beauty  of  it  all  has  been  that 
everybody  has  given  Just  what  he  pleased. 

The  Committee  is  anxious  to  have  all  the  subscriptions 
sent  in  by  Thursday  of  this  week  if  possible,  and  if  you  are 
plajining  to  send  one,  will  you  Bend  it  this  week  that  the 
bills  in  connection  with  the  celebration  may  be  paid  prompt- 
ly when  presented? 

This  is  the  biggest  get-together  movement  Pittsfield 
has  ever  seen,  and  will  be  far-reaching  in  its  good  results. 

Yours  very  truly. 


1 


[418] 


*,\ 


\ 


Mayor  KELTON  B.  MILLER,  aairman  Ei-Officio'       Sheriff  JOHN  NICHOLSON,  aairman        GEORGE  H.  COOPER,  Treas.        WILUAM  F.  FRANCIS,  Sec. 

150th  Anniversary  of  the  Founding  of  Pittsfield,  Mass. 

FOURTH  OF  JULY  CELEBRATION,  JULY  2nd,  3rd,  4th,  1911 


//I 


I 


IN    MEMBERS   OF   THE   CHELTENHAM    FAMILY        FIRECRACKER    BORDER 
i:    PRINTING   CO.,    BOSTON,    MASS. 


Pittsfield,  Mass. 


Dear  Slr:- 


The  150th  Anniversary  of  the  Pounding  of  Pittsfield 
comes  July  2,  3  and  4.  Elaborate  preparations  are  being 
made  for  it.   Sunday,  the  exercises  in  the  churches,  public 
meeting  in  the  afternoon  and  evening,  and  address  by  PresiH 
dent  Garfield  of  Williams  College.  Monday,  the  dedication 
of  the  Easton  Memorial,  the  big  Historical  Parade,  the  Loan 
Art  Exhibition,  the  Eomega the rings,  and  address  by  Ex- 
Governor  Long.   Grand  electric  display  at  the  Park  Monday 
erenlng. 

Tuesday  is  the  safe  emd  sane  4th  of  July,  and  the 
finest  Civic  ajid  Commercial  Parade  over  held  in  Pittsfield 
will  take  place.  The  only  Curtiss  aeroplane  flight  ever 
held  in  Western  Massachusetts  comes  on  Tuesday.   There  will 
be  beautiful  decorations,  lots  of  real  music,  magnificent 
fireworks  and  best  of  all,  we  ask  the  men  and  women,  boys' 
and  girls  of  the  city  to  enter  into  it  all  with  us,  thos^ 
BttLking  them  feel  that  they  are  a  part  of  this  growing  city. 

It  will  require  over  f 10, 000  for  the  three  days  -  the 
City  has  appropriated  ^4,000,  the  Executive  Committee  heui 
pledged  over  $2,000,  and  the  souvenir  and  other  sources  of 
income  will  give  nearly  $1,000  more.  We  need  to  raise  over 
$3,000  before  July  2.   It  will  be  necessary  for  several 
people  to  give  $250  each,  several  more  $100  each,  and  a 
goodly  ntimber  $50,  $25,  $10  and  $5. 

Will  you  fill  out  the  enclosed  blank  and  forward  to  the 
Treasurer'  before  next  Thursday  if  possible,  that  the  Pinanc* 
Committee  may  quickly  complete  its  cajivass  for  funds? 

Tours  very  tnily, 


§132  [419] 


Designers  of  Particular 

Advertising 

D 

Writers  and    Producers 

OF  Fine  Catalogues 

AND  Booklets 

D 

Largest  Producers  of 

Typewriter  Letters 

in  United  States 

Addressing  by  Hand  or 

Typewriter 


POOLE  PRINTING  CO. 

NUMBER    251    CAUSEWAY   STREET 
BOSTON    •.•      MASSACHUSETTS 


TELEPHONES 


2  9  8  0 
2  9  8  1 
2  9  8  2 


RICHMOND 


Gentlemen: - 

You  have  been  asking  yourselves  how  you  could  interest 
additional  prospective  customers  in  your  goods. 

And  you  have  doubtless  eliminated  from  consideration 
many  of  the  customary  methods — perhaps  miagazine  and  news- 
paper publicity  among  them — because  of  the  great  expense 
involved. 

But  have  you  considered — seriously  considered — the  ex- 
clusive advantages  of  "direct"  advertising?  Advertising 
through  skilfully  constructed  form  letters  that  cannot  be 
distinguished  from  your  regular  typewritten  correspondence-- 
with  or  without  folders,  booklets,  or  other  printed  matter. 

If  you  haven't,  we  very  likely  can  help  you  open  up  a 
rich  field,  which,  properly  worked,  will  yield  greater  re- 
turns for  a  smaller  expenditure  than  euiy  other  form  of  busi- 
ness promotion. 

A  personal  conference  places  you  under  no  obligation 
whatsoever.  NOW — while  the  matter  is  fresh  in  your  mind — 
Just  pick  up  your  pen,  fill  in,  sign,  and  mail  us  the  en- 
closed Appointment  Card. 

Very  truly  yours, 


[420] 


m 


1 


I 


Telephones 

Richmond 

2980-2981-2982 


POOLE  PRINTING  CO. 


HIGH  GRADE  BOOK  AND  CATALOGUE  PRINTING 

Largest  Producers  of  Typewriter 
Letters  in  the  United  States 


ijt^-^- 


DESIGNERS      OF      PARTICULAR 

Advertising 


.fe^SI  Sa  U^j^^j^SsJ  U^a^^^^i^Ej  li^^5^g-,gj(Ej  li^gs^^^^s^  (Sp  tisgs^^,K«&a  (i2gs^,^>^^J  U^^m^^^st^  Ic^B^j^V^^eH  ^  (^Js 
b^a>-oi  [GJgi  vzdS(SJS^&zj\  \^sS(SIS^a-sT\  vz^(isS£ia.s^  ^sS(C^£ii^T\  [t^  \^^(iiS£i€^  pc^g^at^Sl  pr^iK^ra^  pr^X^Sg^  [ptej  rrcafe 


251  Causeway  Street, 

Boston,  Mass. 


Ctentlemen:- 

Giva  your  letters  a  "square  deal."  Give  them  the  oppor- 
ttznity  to  produce  the  utmost  for  your  husiness — through  our 
sei^ice. 

Grant  us  a  short  intei-view.  Let  us  place  at  your  serv- 
ice the  dependable  results  of  our  eighteen  years'  experience 
in  writing  and  issuing  PRODUCTIVE  "direct"  advertising  (form 
letters,  "booklets,  catalogs  and  so  on). 

Make  us  prove  to  you — as  we  can,  "by  a  careful  study  of 
your  letters — how  a  few  alterations,  substitutions,  and  re- 
arrangements, PLUS  a  duplicating  process  impossible  to  dis- 
tinguish from  actual  typewriting,  are  frequently  all  that 
is  necessary  to  secure  results  altogether  out  of  proportion 
to  the  small  expense  involved. 

Carefully  read  once  more  the  attached  Provisional  Order. 
Then  resolve  you  will  take  advantage  immediately  of  its  most 
liberal  offer— which  has  proven  so  successful  in  gaining  new 
clients  for  us  that  it  will  be  withdrawn  June  1. 

All  that  is  required  is  to  sign  the  attached  card.  Why 
not  sign  it— TO-DAY? 

Very  truly  yours, 


^33 


[421] 


DESIGNERS  OF  PARTICULAR  ADVERTISING      WRITERS  AND  PRODUCERS  OF  FINE  CATALOGUES  AND  BOOKLETS 


p; 


0oW  PHnttng  ^sxttxpun^ 


i?o.  251  Caustctuap  Street,  Pofiton,  MsiHH.  "*  momi.  -Rittmonb  2980.  aosi.  2982 


LARGEST  PRODUCERS  OF  TYPEWRITER  LETTERS  IN  UNITED  STATES     ADDRESSING  BY  HAND  OR  TYPEWRITER 


IBatcti 


I 


SET   IN    ENGRAVERS   OLD    ENGLISH    BOLD    AND    FRANKLIN    GOTH 
CMAP-fiOOK   GUIDONS        INLAND    BORDER    NO.    1241 
AMERICAN    TYPE   FOUNDERS   COMPANY 


J 


Qvatlemen:- 

Just  another  word  about  that  ever-present  problem — 
getting  new  business.  You  say  you  use  form  letters.  But  do 
they  produce  the  majcimum  results — that's  the  question. 

Securing  direct  returns  from  form  letters  is  not  so 
difficult  a  matter  as  it  seems.  In  fact,  but  two  things  are 
required: 

You  must  carefully  select  the  arguments  which 
appeal  to  buyers  of  your  goods,  arrange  them  in 
proper  sequence,  and  present  them  in  a  convincing 
way. 

And  you  must  make  sure — absolutely  sure — that 
the  duplicating  process,  the  "match"  of  the  "filling 
in,"  and  the  other  details,  are  handled  so  skilfully 
that  no  one  will  suspect  your  form  letters  are  not 
personally  dictated  and  written  on  a  typewriter. 

Our  eighteen  years'  experience  in  building  business- 
bringing  letters,  folders,  booklets,  and  other  printed 
matter  for  particular  firms  the  country  over  is  your  best 
assurance  that  we  caji  do  as  much — perhaps  even  more — for  you. 

We  won't  even  ask  you  to  accept  our  mere  statement, 
we  will  go  further.   The  attached  Provisional  Order  offers 
a  convenient  way  to  test  our  service  on  a  basis  where  we 
MUST  make  good  BEFORE  you  obligate  your  firm.  Pill  it  in, 
sign,  and  mail  to  us  at  once,  so  that  we  can  start  producing 
for  you  without  delay. 

Very  truly  yours. 


[4221 


Attractive  and  Profitable  Ideas  in  Hangers,  Show  Cards,  Folders  and  Booklets 


TELEPHONE  17595 


S.I.  MILLS 


PRINTING  :  BINDING 


-^£^  ^^' 


ESTABLISHED  1889 


BOSTON,  MASS. 


SET    BY   THE 

POOLE  PRINTING    COMPANY 

BOSTON,    MASS. 


Gentlemenj— 

Just  liecause  Lawson  has  changed  "rrenzled  Finance"  into 
"Pair  PiiMuice,"  it  doesn't  follow  that  you  can  put  a  round 
peg  into  a  square  hole  or  that  gasoline  hy  any  other  name 
wotild  be  less  odious. 

But  you  can  get  more  business  - 

If  you  go  after  it  right  and  go  right  after  it. 

We  have  the  ideas  -  attractive,  forceful,  sales-com- 
pelling -  in  hangers,  show-cards,  folders  6ind  booklets. 

But  what » 3  the  use  of  specifying  -  rather 

Let's  get  together  and  talk  it  over. 
Yours  respectfully, 


§134 


[423] 


SET   PN    CHELTENHAM    BOLD    EXTRA   CONDENSED 

RENAISSANCE  ORNAMENTS        ART-TILES   AND   OUTLINE   ART'TILES 

AMERICAN   TYPE   FOUNDERS   COMPANY 


Gentlemen: - 

This  is  letter  number  three. 

We  did  not  nixmber  our  previous  letters  because  we  did 
not  believe  there  would  be  occasion  for  wi-iting  subsequent 
letters. 

It  wasn't  necessary  in  a  number  of  oases. 

Evidently  they  were  ready  to  do  business  in  our  line  - 
anyway,  they  sent  for  us  to  talk  it  over  -  and  we  secured 
their  order. 

Perhaps  you  have  our  letters  on  file  and  intend  to  see 
us  at  an  early  date. 

We  hope  so  and  —  Honestly!  results  have  proved  that 
our  style  was  convincing  -  but  not  half  so  convincing  as  one 
of  those  conferences  where  we  are  obliged  to  show  "The  man 
from  Missouri. " 

If  it's  catalog  or  booklet  printing,  if  it's  show-cards, 
calendars,  cut-outs  or  any  other  form  of  printing  that  you 
require  —  and 

You  want  it  par  excellence 

Let's  get  together  and  talk  it  over. 

Yours  respectfully, 


[424] 


si 

dill  : 

^ 

sci^T^i 

cli 

(.:li]|  t 

'Vdfritfe^i 

i 

s 

( 

i 

k: 


J.  H.  COOPER  &  CO. 
Printers 


zxxz. 


DETROIT 


MICHIGAN 


IN    LITHO    ROMAN 

^TILE  ORNAMENTS        MERCANTILE   BORDER        MONOTONE   BORDER 

■ICAN   TYPE   FOUNDERS   COMPANY 


GeBtlemen:- 

We  all  recognize  the  strength'  of  the'  truism,  "A  chain 
is  no  stronger  than  its  weakest  link"  — 

—  and  it's  equally  true  that  "business  uphuilding  is 
only  as  successful  as  the  methods  employed. 

Advertising  is  as  important  a  link  as  any  in  the  busi- 
ness chain. 

And  this  thought  to  close  with  — 

It  is  not  how  much  you  appropriate  —  but  how  best  to 
use  the  amount  appropriated. 

We  know  how  to  produce  catalogs,  hangers,  booklets, 
show-cards  and  posters,  in  fact  anything  in  the  line  of 
printing  that  will  be  business  producers  rather  than  money 
consvuners. 

If  you  are  open  to  further  proof  — 

Let's  get  together  and  talk  it  over. 
Yours  respectfully, 


§134 


[425] 


JOC= 


Ooc 


iococ)OCH>x>acxxxxx30ooooooooooaooooooooaoooooooooooocx>ooooooc: 

SAMUEL  I.  MILLS 

Designer  and  Printer  of   Catalogs,  Booklets    and  Folders 


DOOCX300000000000000000000000000000000000000000000000000000C 


Telephone  Connection 


SET   IN    CHELTENHAM    BOLD       OVOLO   BORDER 
AMERICAN   TYPE   FOUNDERS   COMPANY 


FLORAL   DECORATOR 


BOSTON,  MASS. 


Gentlemen :- 

Here's  an  axiom  that  we're  going  to  turn  loose  because 
it  deserves  to  be. 

It  has  the  ring  of  soundness  and  its  precept  is  one 
that  ought  to  be  burned  in  — 

"Man  should  not  be  blinded  to 
whatsoever  merit  exists  in  the 
opportunity  which  he  hath  in  hajid 
remembering  that  a  thousand  promises 
for  the  future  should  weigh 
as  naught  against  the  possession 
of  a  single  piece  of  silver." 

We  lifted  that  bodily  from  a  little  booklet  entitled, 
"The  Magic  Story,"  and  the  Success  Company,  its  publishers, 
are  entitled  to  our  appreciation  of  the  overflowing  inspira- 
tion found  within  its  pages. 

There  exists  real  merit  in  the  opportunity  to  put  out 
sale-inspiring  business  literature. 

That's  the  only  kind  we  care  to  put  into  your  posses- 
sion, whether  in  the  form  of  catalogs,  booklets,  folders  or 
show-cards- 

And  to  paraphrase  the  axiom  given  - 

Seize  the  opportunity  now  and  you'll 
acquire  the  piece  of  silver~while  the 
other  fellows  are  framing  up  future 
promises. 

Let's  get  together  and  talk  it  over. 

Yours  respectfully, 


[426] 


§134 


>uf  f  olfe  ^ngratiing  anb 
(JElettrotpping  Company 


DCXIZXOC 


Office  and  Plant,  30  E.  21st  Street 

NEW  YORK  CITY 


394  ATLANTIC  AVENUE 


BOSTON,  MASS. 


-  in  caslon  text  and  new  caslon 
r  ornaments  monotone  border 
i:rican  type  founders  company 


Dear  Sirs: 

If  Bill  Jones  tells  you  the  moon  is  made  of  green 
cheese  you  know  that  Bill  Jones  is  a  liar,  but  is  it  reason- 
able, because  you  know  that  Bill  Jones  and  Mike  Smith  and  a 
few  others  of  like  ilk  are  liars,  to  assxime  that  everything 
that  is  told  you  is  a  lie  and  that  all  engravers  are  liars? 
We  realize  fully  that  you,  euid  every  other  user  of  engravings 
receive  numerous  letters  from  engravers,  large  smd  small, 
East  and  West,  msiking  all  sorts  of  unsupported  claims  as  to 
quality,  ability,  service,  etc.  We  realize  that  an  engraver 
with  an  outfit  of  the  vintage  of  '76  emd  ideas  quite  as  ob- 
solete can  talk  just  as  loud  and  make  just  as  strong  claims 
as  the  thoroughly  up-to-date  tmd  well-equipped,  competent 
engraver.  That  is  why  it  is  hard  to  talk  engraving  and 
arouse  interest  by  mail  and  that  is  why  we  have  taken  the 
liberty  of  starting  this  letter  in  such  a  familiar  tone,  and 
such  plain  language,  for  which,  now  that  our  purpose  has 
been  accomplished  and  your  interest  aroused,  we  most  humbly 
apologize. 

We  are  maJcing  certain  claims  in  this  letter,  we  are 
stating  them  as  facts  and  we  are  not  elaborating  on  them  or 
offering  any  arguments  in  support  of  them.  The  ♦»•*•* 
company  is  one  of  the  oldest  concerns  in  the  United  States, 
it  has  a  national  reputation  for  the  quality  of  its  work 


§135 


[427] 


DC 

□C 


D 


UFFOLK  ENGRAVING 
AND  ELECTROTYPING 

COMPANY 

J  Si  iij  illl  a  ii' 


OFFICE  AND  PLANT 

30  EAST  21st  STREET 

NEW  YORK  CITY 


SET   IN    RUSQEO 
CAST   SQUARES 

AMERICAN   TYPE 


ROMAN 
ART-TILES 
FOUNDERS 


AND  ART-TILE  TINT   FORMERS 

COMPANY 


-2- 


No.  394  Atlantic  Avenue 

Boston,  Mass. 


and  general  "business  standing.  We  cannot  afford  to  make 
any  statements  that  are  not  founded  upon  facts. 

Pinally  we  want  to  say  to  you  that  we  are  thoroughly 
equipped  in  every  way,  shape  and  manner  to  handle  your  en- 
graving business.  We  know  what  our  competitors  can  give  you 
and  we  know  that  you  cannot  huy  anywhere  in  the  United  States 
the  same  kind  of  work  and  the  same  efficient  service  you  caji 
obtain  from  us.  We  want  to  send  a  representative  to  see 
you.  We  weuit  you  to  talk  to'  him,  find  out  exactly  what  we 
have,  let  him  bring  back  a  trial  order,  not  one  copy  but 
enou^  to  enable  us  to  fully  show  what  we  can  give  you.   If 
v?e  can't  satisfy  you,  can't  fully  maJce  good  on  every  claim 
we  make  in  this  letter,  you  are  at  liberty  to  throw  our 
plates  on  the  ash  heap  and  tear  up  our  bill.  We  can  satisfy 
any  buyer  who  knows  what  he  wants  and  knows  when  he  gets  it. 
Again  we  wish  to  say  that  we  have  no  intention  of  being 
familiar  or  treading  on  any  conventional  rules  in  the  tone 
of  our  letter  and  to  say  that  we  are  simply  trying  to  write 
a  letter  that  will  be  sufficiently  strong  to  arouse  your 
curiosity  or  interest  and  make  you  wajit  to  know  more  about 
us. 

Trusting  that  we  have  accomplished  our  purpose  and 
thanking  you  in  advance  for  your  early  reply,  we  are 

Yours  very  truly. 


[428] 


I  '^orh  City,  <&{i\rs  tinb  ^fant,  30  ^.  21et  ^trrrt 


394  ^lanltc  ^Afrenuc 


SET    IN   WEDDING   TEXT 

MHMORE   OBNAMENT 
lAMERICAN   TYPE   FOUNDERS   COM 


Dear  Sir:- 

Ten  days  isn't  a  very  long  time  measured  in  hours  and 
minutes,  but  in  possibilities  ten  days  may  chajige  the  des- 
tiny of  nations,  tear  down  the  upbuilding  of  ages  and  put 
awry  the  plans  of  years. 

Ten  days  ago  we  sent  you  a  portfolio  of  sample  proofs 
together  with  a  letter  telling  you  something  about  our  or- 
ganization.  Ten  days  is  a  long  time  to  forget  in,  a  long 
time  for  remembering,  but  we  haven't  forgotten  that  we  sent 
you  proofs.  We  won't  forget  our  promises  if  you  give  us 
your  business. 

It  may  be  ten  days,  ten  weeks  or  ten  months  before  you 
are  ready  to  buy  engraving  -  you  won't  remember  ♦•♦•♦• 
tha't  long.   Tell  us  when  you  are  going  to  be  ready  to  buy 
and  let  us  do  the  remembering  -  send  as  a  little  remembrance 
the  enclosed  card  -  you  may  forget  if  you  don't  do  it  now. 

Yours  very  truly. 


§135 


[429] 


NE^V  YORK  CITY.Office  and  Plant.30  E.  21st  St.  PROVIDENCE,  R.  I.,  Office  Industrial  Trust  Co.Buildine 

jSutfoIfe  dnsrafains 
anb  €[leftrotj>pms  Qompanp 

394  ATLANTIC  AVE.,  BOSTON,  MASS. 


SET   IN    CLOISTER    BLACK   AND   LINING   OlDSTYLE   ANTIQUE   NO.    560 

CAXTON    INITIALS 

AMERICAN   TYPE   FOUNDERS    COMPANY 


Dear  Sir:- 

The  last  time  we  wrote  you  we  made  some  reference  to 
ten  days.  We  said  you  would  forget  if  you  didn't  mail  the 
card  ten  days  ago. 

We  never  got  the  card.  Did  you  forget?  We  are  still 
remembering,  perhaps  we  remember  better  beoause  we  still 
have  hope  to  help  memory  along.   We  hope  you  will  mail  the 
card  -  now. 

Yours  very  truly, 


3 
[4301  §135 


New  York  City 

Office  and  Plant 
30  e.  twenty-first  street 


§ttffoI&  Hngrfitiiitg  and 


SET  JN   CHAUCER  TEXT  AND   MEMBERS  OF  THE 
COPPERPLATE  GOTHIC   FAMILY 

VERSATILE  ORNAMENT       BOSTON   BRETON   CAST  SQUARES 
AMERICAN   TYPE   FOUNDERS   COMPANY 


Providence,  R.  I. 

OFFICE 

INDUSTRIAL  Trust  Co.  Buoa. 


394  Atlantic  Avenue 

Boston,  Mass. 


Dear  Sir:- 

Thirty  days  hath  September,  April,  June  and  November, 
and  "thirty  days  have  we  waited. 

Others  have  sent  the  card,  others  are  letting  us  plan 
their  catalogs,  others  are  helping  us  remember  you  by  tell- 
ing us  how  well  we  do  our  work.  Oar  letters  haven't  been 
very  serious,  but  underneath  their  semi-jesting  tone  runs 
the  feeling  that  we  will  eventually  get  your  business. 

You  can't  very  consistently  ignore  a  good  thing  jforever. 
We  are  enclosing  another  card.  We  like  a  man  of  action. 

Yours  very  truly, 


[431] 


The  "Morning  Post"  Buildings 

Telegrams:  Autotravel,  London 
Telephone:  Gerrard,  8045 


THE  INTERNATIONAL 
AUTOTRAVEL  SOCIETY 


SET   IN    CHELTENHAM    BOLD   SHADED 

FLORAL    DECORATOR        LITHOTONE   BRASS    RUI 

AMERJCAN   TYPE   FOUNDERS   COMPANY 


Herbert  J.  A.  Reid,  Managing  Director 


346  Strand,  LONDON 


Dear  Madsun:- 

I  wonder  whether  that  copy  of  "Through  Europe  in  an 
Auto"  recently  sent  to  you  was  cheerful  enough  to  justify  a 
request  that  you  will  read  this  further  letter? 

At  present  you  and  I  are  like  two  well-disposed  stran- 
gers hesitating  how  to  hreak  the  ice  after  a  most  cordial 
introduction  by  a  mutual  friend.  Whether  we  are  to  become 
better  acquainted  or  not  will  naturally  depend  upon  the  ex- 
tent of  your  sympathetic  interest  in  my  plans  for  your 
enchantment. 

Unhappily  these  few  thousands  of  miles  between  PITTS- 
BURGH gmd  LONDON  make  it  somewhat  difficult  for  you  Just  to 
step  right  into  this  office  and  settle  the  whole  matter  in 
the  twinkle  of  an  eye.  But  even  if  this  were  feasible  you 
might  possibly  prefer  to  consider  the  subject  thoughtfully 
and  leisurely  at  home. 

And  that  is  just  what  I  invite  you  to  do  -  in  a  frank, 
open-hearted  "postal  intei^iew."  Every  detail  of  informa- 
tion will  then  be  furnished  to  you  quickly  and  accurately. 
Your  questions  will  be  answered  as  readily  and  efficiently 
as  if  you  were  here  in  my  office  -  seated  comfortably  in 
that  old  armchair  by  the  casement  window  which  overlooks  the 
traffic  of  the  Strand. 

May  I  say  then  that  the  conversation  ball  is  at  your 
feet  and  that  the  honour  of  the  first  kick  remains  with  you? 
I  am  equally  ready  to  answer  a  score  of  shrewd  and  thought- 
ful questions  or  to  cable  you  the  total  cost  of  your  com- 
templated  tour. 

,  In  the  meanwhile, 

Believe  me, 
Amicably  yours, 


[432] 


Telesframs:  Autotravcl,  London 
Telephone:  Gerraril,  8045 


Write  for  Guide  Ilook,  Maps  and 
Full  Infiimution 

-  .gi-^  wyn  at... 

f'ii'>H"Wir 


oflf^  ilnt^rnattonal  Autntrait^l  g^nrt^tg 


HERBERT  J.  A.  REID,  Managing  Director 


The  "Morning  Post"  Buildings 


340  ^tranli,  ICottbnn 


SET   IN    ENGRAVERS   OLD    ENGLISH   AND   SCOTCH    RO 
CAST   PANEL   PIECES        VERSATILE   ORNAMENTS 
AMERICAN   TI'PE   FOUNDERS   COMPANY 


Dear  Madam:- 

During  the  last  three  years  I  have  been  iDrooding  gloom- 
ily -  although  you  might  not  think  so  -  over  the  unhappy  lot 
of  the  solitary  traveller  who  does  not  want  to  use  a  whole 
motor-car  by  himself.  Hence  the  idea  of  the  individual 
reservation. 

It  seems  to  me  -  ajid  I  think  you  will  agree  -  that  there 
is  a  real  desire  for  this  very  high  grade  18-day  tour.   It 
is  one  thing  to  book  a  seat  in  a  lumbering  charabanc  for  a 
day's  excursion  to  Windsor  and  Stoke  Poges;  but  it  is  quite 
a  different  and  superior  proposition  to  form  one  of  a  nicely 
blended  party  of  five  select  people  and  motor  comfortably 
through  England  ajid  Wales  in  a  perfectly  appointed  seven- 
passenger  touring  car. 

But  even  if  the  scheme  outlined  in  the  accompanying 
leaflet  is  not  exactly  what  you  need,  that  is  a  solid  reason 
in  itself  why  you  should  describe  the  ideal  British  itiner- 
ary which  just  precisely  matches  your  fancy  and  your  time- 
table.  Then  you  will  probably  be  able  to  share  a  car  with 
some  other  nice  people  who  wEunt  just  the  same  thing  as  you 
do  yourself. 

It  is  not  necessary  that  your  scheme  should  involve  an 
extended  tour.   There  is  also  the  weekly  programme  of  two- 
day  journeys  to  such  historic  landmarks  as  the  New  Porest, 
Stratford-on-Avon  and  Canterbury  Cathedral. 

The  uniform  rate  of  eight  cents  a  mile  for  these  in- 
dividual reservations  is  well  within  the  range  of  everyone 
who  will  visit  England  this  summer.   All  applications  must 
be  treated  in  strict  order  of  rotation.  Book  now  and  leave 
the  rest  to  us.  We  have  acquired  your  own  habit  of  "making 
good." 

Very  faithfully, 


[433] 


iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiii^^ 


MUTUAL  LIFE  INSURANCE  CO. 


FINLEY  &  FURNER 
GENERAL  AGENTS 


INSURANCE 


319,    320.    321     WHITE    BUILDING    ::::::::    SEATTLE,    WASHINGTON 


SET   IN    MEMBERS   OF  THE  CHELTENHAM    FAMILY 
VERSATILE   ORNAMENTS        LITHOTONE   BRASS    RULE 

AMERICAN   TYPE   FOUNDERS   COMPANY 


Good  morning: - 

Did  you  ever  hear  of  Hxiinan  Shock  Absorbers? 

You  know  how  pleasant  good  shock  absorbers  make  the 
rough  road  when  you  are  out  auto-riding,  and,  in  just  the 
same  way,  there  are  Human  Shock  Absorbers  that  make  more 
comfortable  your  old  age--that  positively  prevent  your  • 
family  from  knowing  any  bump -the -bumps  when  you  are  gone. 

Most  people  think  they  carry  enough  Life  Insurance-- 
you  do  for  one,  don't  you?  Well,  let  us  see:  Take  the  sum 
you  are  now  carrying,  how  much  would  it  bring  annually  if 
invested  safely  at  six  per  cent?  1   use  the  word  "safely" 
because  I  think  of  the  shrewd  saying  of  old  Gorgan  Graham 
that  any  dollar  that  promises  more  than  that  is  "either  a 
mighty  good  dollar  or  a  mighty  foolish. one."  Can  your 
family  live  on  that  income — live  as  they  do  now?  Would 
you  want  them  less  comfortable?  Answer  this  question  in 
your  heart — ajid  in  your  head. 

Suppose  it  were  $5,000 — could  you  feel  that  it  would 
be  safely  invested  without  your  advice?  you  know  that  90^ 
of  the  victims  of  stock  swindlers  are  widows.  Again  how 
long  would  your  present  insurance  last,  if  your  family  were 
to  live  in  the  same  style  that  they  do  now?  Two  years  or 
three?  These  questions  inspire  your  interest? 

But--suppose  that  you  are  thirty  years  of  age  and  pay 
me  a  small  sum  daily — just  a  few  dimes  which  you  can  spare 
so  very  easily — suppose  you  were  to  do  that?  Let  me  show 
you  what  I  can  do  in  turn. 

(a)  Guarantee  your  widow  {flOOO  and  then  $50  or  more 
every  month  to  her  or  her  heirs  for  twenty  years  certain-- 
(and  that's  long  enough  to  educate  and  establish  the  future 
of  suiy  children) — and  as  much  longer  as  she  may  live  beyond 
that  twenty  year  period. 

(b)  Guarantee  this  amount  to  you — for  your  old  age. 
You  don't  have  to  die  to  win  with  this  kind  of  a  policy. 

Now  then,  don't  you  agree  that  this  is  exactly  the  name 
it  deserves — the  Human  Shock  Absorber? 

Are  you  enough  Interested  to  give  fifteen  minutes  of 
your  time  to  an  exajnination  of  this  policy?  Just  ,mail  me 
the  card  enclosed  after  you  have  signed  it. 

Earnestly  yours. 

Frankly,  wouldn't  it  be  a  fine  Christmas  present  to 
your  family? 


[434] 


Fin  ley  &  Furner^  General  Agents 

THE    PRNN   MUTU.4L    LIFE    INSURANCE    COMPANY 


%\   IN    CASLON    ITALIC 

OOLC    PRINTING   CO.,    BOSTON,    MASS, 


White  Building 

Seattle,  Washington 


ffood  morning: - 

Gracious!   But  I  made  a  mistake 

In  that  letter  to  you  the  other  day.   And  that  may  be 

Just  the  reason  why  I  never  received  your  signed  card  all 

last  week. 

But,  before  I  call  up  my  error  and  correct  it — I  want 
to  ask  you  a  few  earnest  qtieptions.   You  say  "accidents 
may  happen"  and  then  irmjre  yourself  apainst  a  possible 
accidents  You  say  you  "r-ay  have  e  fire  some  day"  and  ^then 
provide  apainst  a  fire  that  may  never  conio.   This,  then,  Is 
my  question:  If  you  insure  apainst  the  results  of  what  is 
merely  possible,  why  not  take  some  steps  to  provide  f (^r' tMfe - 
misfortune  that  Is  certain  to  happen? 

You  will  remember  that  I  told  you  how,  for  a  few  dimes 
— Just  dally  cigar  money-- "I  could  Insure  and  guarantee 
|50.00  monthly  to  your  beneficiary."  Now  wasn't  that  a 
foolish  thing  for  me  to  try  and  make  you  believe? 

What  I  should  have  said  was  that  the  Penn  Mutual  Life 
will  guarantee  that — it  can — it  does. 

Just  think — the  Penn  Mutual  has  over  one  hundred  and 
forty  million  of  assets  to  back  up  its  guarantees — It  is  a 
company  that  never  went  back  on  a  single  promise  in  its 
sixty-six  years  of  fair  dealing — it  is  run  by  policy 
holders  for  policy  holders — a  company  that  believes  so 
much  in  the  State  of  Washington  that  it  Invests  $4»50  for 
every  %\.Q0   it  collects  here,  bringing  in  Eastern  money 
to  build  up  the  State. 

The  thing  I  want  to  do  for  you  is  to  show  you  in 
fifteen  minutes,  how  you  can  cut  out  the  poison  of  worry — 
about  educating  the  children  and  caring  for  the  family 
under  any  and  all  circumstances — about  your  old  age — to  make 
you  free  to  devote  yourself  to  the  present  without  fear  of 
the  future.   I  can  do  it  in  a  few  minutes  if  you  sign  the 
enclosed  card.  Will  you  let  me? 

Earnestly  yours. 


[435] 


a: 


FINLEY  S  FURNER  .  Cable  Address :  "Finfur" 

General  Agents  ^^"^S/if  Western  Union  Code 

The  Penn  Mutual  Life  Insurance  Company 

of  Philadelphia 


SET   IN    BEWICK   ROMAN        CAST   SQUARES 
MONOTONE   BORDER        ADCUT 
AMERICAN   TYPE   FOUNDERS   COMPANY 


Seattle,  WasKington 


Dear  Sir:- 

The  genial  mail  man  who  delivers  to  my  office  always 
has  a  smile  but  each  day,  when  I  ask  if  he  "brought  that 
card  from  you  he  shakes  his  head — and  I  frown.  May  it  not 
be  that  you  have  lost  the  other? 

Anyway  I  enclose  another. 

When  Burr  Brothers — the  famous  get-rich-quick  artists — 
were  raided,  it  was  found  that  90^  of  their  victims  were 
widows,  and  you  want  to  prevent  anything  like  that  in  your 
family,  don't  you?  Beside  you  want  things  fixed  so  that 
administrative  charges  probate  and  lawyer's  fees  do  not  eat 
up  the  estate  with  their  ruinous  red  tape.   I  have  in  mind 
a  friend  whose  will  was  crystal  clear  and  incontestable — 
yet  his  widow  hasn't  had  her  money  even  though  he  died  years 
ago — because  the  executors  haven't  been  able  to  disentangle 
the  estate  from  its  maze  of  liens  and  debts.   Some  day  it 
will  pay  out  many  thousands  of  dollars — but  when? 

And 

Prankly,  wouldn't  it  frazzle  your  wits  to  have  someone 
dump  thousands  of  dollars  into  your  lap  at  once — and  know 
that  was  all  you  were  ever  to  get — that  it  had  to  do  your 
family  for  all  future  time?  Wouldn't  it  be  some  Job  to  ' 
invest  that  so  that  it  would  bring  in  the  largest  safe 
income? 

And  would  you  expect  your  widow  to  successfully  cope 
with  that  kind  of  a  situation?  Especially  when  you  can 
fix  it  right  now  and  at  a  less  annual  cost  than  the  lump 
cost  would  require? 

Suppose  you  talk  "The  New  Financial  Service"  over  with 
the  family — they  are  most  interested.   Study  how  adminis- 
trative charges  are  done  away  with--how  there  are  no  taxes — 
no  red  tape — no  risk  of  di3honesty--no  possible  troubles  or 
attachments  for  debts.  It  will  open  your  eyes  to  things  that 
will  concern  your  peace  of  mind  and  your  family's  future. 

Your  time  is  worth  money — so  is  mine — too  valuable  for 
either  of  us  to  waste  in  long  drawn  out  interviews  that  mean 
nothing.  Pifteen  minutes  is  all  that  is  needed  to  demon- 
strate what  this  new  policy  will  do  for  you  in  this  life  and 
your  heirs  later. 

I'll  pit  my  fifteen  minutes  against  yours,  and  I  know 
that  you  will  thank  me  for  the  time  spent.   Will  you  sign 
the  card  now? 

Yours  earnestly, 

[436] 


n[ 


iiiiiiiiiiiiiiii 


^ 


[El 


TTTTTTTTTTTrTTTT ir 


Jiiiiiiiiiiimiiiiiiiiiiiiriiiniiiiiiiiiiiiiiiiiiiiiiininiiiiiiiiiiiiiii]  |~|  liiiiiiiiiriiiiii]  Q 


FiNLEY  &  FURNER 

GENERAL  AGENTS 

319,  320,  321  WHITE  BUILDING  SEATTLE,  WASHINGTON 


n 


iiiiiiiiiiimii 


]  Q  liiiiiiiiiiiiiiiiiiiriiiiiiiiiiiiiiiiiiiriiiiiiiiiiiniiiiiiiiiiiiiiiiiriiiiiiiiiiiiiiiiiiiiiiiiiimiiii)  [~|  |iiiiiiiiiiiiiiri|  Q 


CtCARFACE   BOLD 

I'OINT   BORDER        MONOTONE   BORDER        CHAP-BOOK  GUIDONS 

AN   TYPE   FOUNDERS   COMPANY 


Dated  I 


1 


dear  friend/.      The  boss  says  I  nevur  sent  you  no 

retem  card  cause  if  you  had  a  got  one  you  would  of  sent 
it  back.    now  I  sure  been  sendin  them  to  you  rite 

along  cause   i  got  it  marked  by   your  name  on  the 
list  and  i  wish  youd  send  one  back   so   he  dont  get 
sore  at  me/.   He  says  if  bizness  men   knew  how  how  good 
these  Pursenel  Letters  be  they  would  crowd  the   office 
tomorrow  momin   orderin  them.     Im   sendin  anuther  card 
and   Im  puttin  a  stamp  on  it  so  you   cein   easy  ast 
about  them/the    boss  wants  youeroone   to  know  about 
them  Letters  of  his    and  they  sure  are  peeches   for 

everbudy  likes  them  but   he  says  he.  dont. want  to  send  a 
salesman  till  he  gets  the  card  back  ajid  then  he  aint  gone 
to  bother  you  like   sum  do. 
yours  trule 

Jame  s 
the  offis  boy 


[437] 


FINLEY  &  FURNER 

SEATTLE,  WASHINGTON 


SET   IM    CLEARFACE   BOLD         FLORAL    DECORATOR 
AMERICAN    TYPE   FOUNDERS   COMPANY 


Good  moming:- 

Yea — here  I  eim  again,  since  three  never  was  my  limit 
— nor  is  my  desire  to  serve  you  limited. 

For  the  last  half  hour  I  have  been  studying  over  the 
letters  I  mailed  you  recently  and  have  been  trying  to  ac- 
count for  my  apparent  failure  to  interest  you.  Won't  you 
tell  me  frankly  why  you  did  not  return  the  card? 
Let  me  ask  you  einother  frank  question. 

Are  you  thinking  that  I  am  just  "another  of  those  lif« 
insurance  bores?"  If  that  is  the  reason  I  want  to  know, 
because  I  want  to  show  you  that  I  as  not  that  kind  of  a 
life  insurance  man.   I  am  too  busy  in  th«  first  place. 

Maybe  you  think  I  won't  be  able  to  interest  ycm — 
jtm   don't  know  until  you  let  me  try.  Perhaps  yoa  think  yen. 
are  ijnable  to  carry  any  more  lTT~iimmrwi  ynn  don't  know 
how  easy  I  can  maJke  it  for  you.  Pertefn  you  think  you-  can 
beat  life  insurance  in  other  ways — wall,  ycm.  hanre  knotm   of 
chaps  who  tried  it — ai«i — mb&t  ,ha|ii|>ened? 

Now,  it  won't  cost  you  but  fifteen  minutes  of  jrtmr 
tiffl«  to  find  out  about  that  life  rate  endowment  policy  of 
ours — the  one  everybody  calls  th«  Steaan  Shmsir  Absorber. 

I  have  seen  the  statement,  and  believe  it,  that  women 
and  widows  with  incomes  live  l&i   longer  than  those  without, 
and  95j^  of  men  at  60  are  dependent.   That  condition  is 
exactly  what  this  policy  was  designed  to  correct. 

Fifteen  minutes  involves  no  obligation — there  will 
be  no  importunity — just  a  crisp  statement  of  facts — a 
marshalling  of  figures  that  will  e^peal  to  you. 

Will  you  send  this  car4  back  on  that  basis? 

Earnestly  yours. 


P.  S, 


Will  your  widow  live  as  well  as  your  wife  does? 


[438] 


Boston  Dental  Laboratory  Company 


F.  F.  Eddy,  President 

L.  S.  Bennett,    Superintendent 

H.  Fairbank,  Manager 


Fine  Mechanical  Work  of  Every  Description  for  the  Profession 

HERALD  BUILDING,  BOSTON.  MASS. 


5111  ilf5][r  i|[5] 


B£W<CK    ROMAN 

lY   BORDER        MONOTONE   BORDER 
PRINTING   CO.,    BOSTON,    MASS. 


Dear  Doctor: 

I  think  you  know  that  we  try  to  give  you  not  only  work 
of  the  very  highest  quality,  but  also  good  service. 

Sometimes  we  have  been  unable  to  make  deliveries  ex- 
actly at  the  time  specified  by  our  cu.^tomers,  and  I  am 
writing  to  you  and  to  a  few  of  our  other  most  valued  pa- 
trons to-day  to  explain  why — and  to  ask  your  co-operation 
in  improving  conditions. 

As  you  know,  none  of  our  work  is  "carried  in  stock." 
Everything  must  be  started  from  the  beginning  and  carried 
through  after  an   order  reaches  us. 

If  we  rush  the  work,  then  quality  deteriorates  to  the 
level  of  the  commonplace.  Pine  work  cannot  be  done  hur- 
riedly. Haste  means  carelessness  or  mistjikes. 

Now  it  often  happens  that  a  dozen  or  twenty  dentists 
send  in,  the  same  morning,  rush  work  needed  immediately. 

Sometimes  this  work  finds  us  already  working  to  our 
full  capacity  on  orders  received  the  previous  day. 

We  cajinot  increase  our  working  force  to  handle  this 
temporary  accumulation.   It  has  taken  us  years  to  find  the 
expert  workmen  we  employ.   Others  as  skilful  are  not  waiting 
around  the  comer.   Nor  can  we  safely  tell  our  men  to  "push 
things  through" — for  that  would  mean  the  production  of  work 
below  our  established  stajidard. 

Result:  Quality  is  maintained  at  the  cost  of  disap- 
pointing some  of  our  customers  on  delivery. 

The  remedy: 

You  can  help  us,  and  at  the  same  time  help  yourself, 
by  allowing  us  all  the  time  you  caua.   If  you'd  like  certain 
work  a  certain  day,  but  will  not  be  greatly  inconvenienced 
if  it  comes  24  or  48  hours  later,  tell  us  so — and  we  will 
make  the  earlier  delivery  if  possible. 

I  want  to  thank  you,  personally,  for  the  consideration 
which  I  feel  confident  you  will  give  to  this  suggestion. 

Yours  truly. 


[439] 


BOSTON  DENTAL  LABORATORY  COMPANY,  Inc. 

^  FINE  MECHANICAL  WORK  OF  EVERY  j^|^^ 

DESCRIPTION  FOR  THE  PROFESSION  <^®^ 

v^_^      HERALD  BDLDING,  BOSTON,  MASS. ' 


SET  BY  THE 

POOLE  PRINTING    COMPANY 
'boston,    MASS. 


Dear  Doctor: — 

We  wrote  you  about  two  months  ago  regarding  deliveries, 
and  I  gun  wondering  if  you  have  noted  the  improvement  in 
service  given  you  since  then. 

We  can  do  "better  still — etnd  will,  as  soon  as  more  of 
our  customers  stop  to  think  about  the  impossibility  of 
turning  out  the  highest  quality  of  work  hurriedly.   Then 
they  will  give  us  just  as  much  time  as  they  csm  in  every 
case — and  all  of  us  will  be  happier. 

We  could  "shove  through"  our  work  in  half  the  time 
that  is  now  given  to  it.  But  then  it  would  be  just  common- 
place, hap-hazard,  maybe-it-fits-euid-maybe-not  work.  And 
that's  the  sort  of  work  you  do  not  expect  or  want  from  us. 

Thanking  you  for  your  attention  to  this  request  for 
"all  the  time  possible,"  and  for  the  liberal  patronage  you 
have  given  us,  we  are 

Yours  very  truly, 


[440] 


FINE   MECHANICAL  WORK  OF  EVERY  DESCRIPTION  FOR  THE    PROFESSION    ONLY 


HNE  MECHANICAL  WORK  ^AND-CARVED  TEETH 

Boston  Dental  Laboratory  Company 


HERALD  BUILDING,  171-A  TREMONT  STREET,  BOSTON 


SET   IN    CHELTENHAM    BOLD         STRATHMORE  ORNAMENTS 
POOLE    PRINTING    COMPANY 


Dear  Doctor :- 

While  the  ethics  of  the  profession  frown  on  advertising 
of  the  purely  commercial  type,  there  is  a  form  of  adver- 
tising that  is  at  once  absolutely  ethical  and  tremendously 
productive. 

Even  in  purely  commercial  lines  it  is  regarded  as  the 
most  trulj  j)rofi table  advertising  in  existence. 

I  refer,  of  course,  to  the  advertising  done  by  "satis- 
fied customers" — by  word  of  mouth. 

Your  patients  speak  well  of  you.   Much  business  comes 
to  you  because  of  their  recommendations.   Your  professional 
skill  euid  your  personality,  however,  are  solely  responsible 
for  this, — not  the  mechanical  work. 

Add  one  more  factor,  work  of  the  greatest  beauty  and 
accuracy,  such  as  we  invariably  produce,  and  fully  fifty 
per  cent  will  be  contributed  toward  the  increased  se-tisfac- 
tion  of  those  who  come  to  you. 

Does  it  really  pay  to  use  work  of  the  quality  we 
produce'?  Hundreds  of  dentists  we  have  served  for  upward  of 
twenty-six  years  (the  most  successful  dentists  in  New 
England)  say  "Yes." 

Why  not  Join  them? 

Yours  very  truly, 

YFE/B  President 


§138  [441] 


'  i*l.-,-^i   .  lUW.  .I-L  .iJ. 


Wi}t  posston  liental  i^t)orator|)  Company 

f^cralti  puilbins,  Boston,  jflasigacftusictts 

FINE  MECHANICAL  WORK  OF  EVERY  DESCRIPTION 
FOR  THE  PROFESSION  ONLY 


SET   BY   THE 

POOLE    PRINTING   COMPANY 

BOSTON,     MASS. 


Dear  Doctor: - 

A  few  years  ago  I  coiinselled  a  young  dentist  to  open 
his  office  in  a  certain  town  where  three  old-established 
dentists  were  thriving. 

I  said  to  him,  "Give  your  patients  only  work  of  the 
very  highest  quality.   The  other  dentists  are  not  doing 
that.  You  will  soon  build  a  reputation  that  will  swing  the 
bulk  of  the  business  your  way." 

He  did. 

In  all  his  crown,  bridge  and  plate  work  there  waa  a 
degree  of  accuracy  and  precision  that  won  for  him  the  prais* 
of  patients,  and  ija^elled  tbea  to  enthusiastically  endorse 
"The  new  dentist*  to  their 


He  was  often  tempted  (as  perhaps  you  are)  to  aae 
ordinary  work,  because  ordinary  work  costs  less.  But  ke 
resolutely  held  to  his  doterailiiation  to  acquire  that  rep«- 
tatlon  for  the  very  highest  quality. 

Today  he  is  naking  muoh  more  money  than  either  of  his 
old-established  coapetitors.  And  has  laid  a  firm  foundatien 
that  will  steadily  and  surely  increase  his  practice  and  hi* 

profits. 

The  Boston  Dental  Laboratory  does  the  highest  quality 
work  executed  in  New  England.   The  kind  of  work  you  need, 
to  increase  j[Our  profits. 

Yours  truly, 

FFE/B 


[442]  §139 


INDEX 


Note.— Page  numbers  in  italic  refer  to  matter  in  Part  I ;  other  numbers  refer  to  examples  of 
letters  in  Part  II. 

PAGE 

Advertising  literature,  how  received  and  distributed    .       .       .       .  jz,^;^ 

Agency  plan,  promoting  an 285 

Analysis        . 11-13 

Approach 27 

Approval  oilers 387,  389 

Balance .47 

Body  of  the  letter 45-52 

Booklets,  letter  to  accompany  .  .       .       .       .       .      153,  163, 290 

getting  requests  for 223 

Brevity .      126,249,272,430 

Buyer's  point  of  view 21 

Catalog,  letter  to  accompany 98,  205,  370 

letter  to  follow .100,  142,  221,  371 

getting  requests  for 102 

"Clinchers" 59,  <^9 

Close,  how  to  bring  a  letter  to  a 56 

Closings,  the 55-59 

examples  of  good  and  poor 56,  jy 

direct  command 56 

how  to  get  good 59 

what  to  avoid  in 57,  58 

Conversational  tone 195 

Contributions,  soliciting 416-419 

Co-operation 106,  217 

Conviction 5^ 

Correspondence  department,  ideal  for 310 

supervising 67-70 

Correspondent,  preliminary  training 67,  68 

territory  covered  by 70 

incentives  for  work 70 

Data 17,22 

Desire 5^ 

Educational  campaign 315-332 

Emotions 5^ 

Emphasis 4^ 

Envelope  enclosures 72 

■[443] 


PAGE 

Failures,  letters  that  were 250,  404,  405,  408 

Fill-in,  value  of  perfect 74>  75 

Flippancy 57 

Follow-up  campaigns  ....      333-358,  359-363,  364-369,  434-438 

Forcing  replies 274 

Frankness '.       .      117,  145, 389 

Good- will  letters 210-214 

Harmony .  48, 4Q 

Honesty 55 

Human  interest  letters 1P4,  195,  196 

Himian  nature 57 

Humor ' .       218 

Inquiries,  answering    . 290,  372,  399 

following  up 294,  375 

Investments 259-267 

Individuality 198-200 

Intellect,  subordinate  to  desire jo 

Instincts 51 

Imagination,  appeal  to ^i 

Letterheadings .       .  61-63 

Mailorder 202,372-375 

Manufacturer  to  consumer 102,  289-291,  299 

letters  sent  out  for  dealers 364-369 

complete  campaign  to  dealers         ....       333-358 
getting  requests  for  demonstrations       ....       288 

"gingering  up"  dealers 97,  222,  283 

Message,  the 25-29 

Mechanics  of  the  letter 61-66 

New  business,  getting         .       .       .     129,  160,  249-251,  272,  315-332,  412 

Opening,  the 39-42 

anecdote ISO,  151,  192,  195,  383 

connecting  former  incident       .        .      '.         98,99,208,210,211 

headline 108,  109,  111,  153 

hiunorous 107 

with  idea  on  which  letter  is  based 101,  398 

news  value 146,  196 

question       .        .       .       .    128,  147,  148,  160,  198,  207,  278,  392 

use  of  ideas  in 40-42 

[444]. 


PAGE 

Personality •    _  ?2-?? 

Plan,  developing  a O-14 

Postage ^j-2^ 

Postal  card  enclosures 72,74 

Punctuation ^r 

Ribbons  for  typewriters 64,65 

Sales,  announcements  of 138   139 

Salesmanship  principles  applied  to  letter  writing 6g 

Salesmen,  "gingering  up" 286 

letter  preceding  call  of 99 

letter  following  call  of 104,  105,  162 

Salesman's  letter  to  his  trade 99 

Samples,  answering  requests  for 294 

Securities (see  investments) 

Selfishness ^5 

Service,  advertising  a 129-131 

Stationery 61-66 

Style jj-j(j 

Typewriting 6^-65 

margins 64 

position  on  sheet 64 

spacing 64 

second  pages 64 

Unity ^6,47 

Viewpoint .       .    27,2s,  4g 

Women,  letters  to       .       .       .    136,  137,  139,  144,  187,  188,  190,  209,  294 


[445] 


INDEX   TO    LETTERHEADINGS 

PAGE 

Adler,  L.  Brothers  &  Co 97,  283 

Atlanta  City  Directory  Co. 113,114,269 

Ayer,  N.  W.  &  Son 232 

Baers',  House  of 165,  166 

Baird-North  Company 370, 371 

Barrett  Furniture  Company 147,  148 

Barrister  Publishing  Co 292 

Bennett  &  Morrison 128,  203,  275 

Black,  A.  B.  Road  Machinery  Co 205 

Blackman-Ross  Company 315-332 

Boston  Dental  Supply  Co 439-442 

Bowman,  D.  Arthur  &  Company 230,  266,  267 

Brown-Wales  Company 210-215 

Browning  King  &  Co 208,  209 

Burroughs  Adding  Machine  Co 223,  288 

Camp  Nokomis    .  .... 124 

Carlton,  George  H 133 

Carlson,  Wm.  R .      226,  227 

Carrington  &  Co 188 

Chambers-Sanderson  Company  .        .        .        .        .        .        .       236 

Cluett- Jackson  Shoe  Co.    . 187 

Columbia  Phonograph  Company 286,  287 

Cooper,  J.  H.  &  Co 424,  425 

Cosmopolitan  Magazine 192,  193,  252,  253 

Cousins,  J.  &  T.  Company 229 

Curtis  Publishing  Co 392-397 

Dean-Hicks  Company 237 

De  Lux  Company       ..." 234 

Denver  Post 377-384 

Detroit  Stove  Works 281,  282 

Divine,  Vern  C 169 

Downes,  George  B 190 

Edison  Electric  Illuminating  Company  of  Boston        ....       191 

Eskay's  Albumenized  Food  Co 293,  294 

Everwear  Hosiery  Company  359-363 

Facsimile  Letter  Printing  Co.,  Ltd.         .  .      170,173,174 

Fairbanks,  Morse  &  Company 153,  154 

Farnsworth,  Jones  &  Company 239 

Fennell,  John 202 

[446] 


PAGE 

Finley  &  Furner  . .       434-438 

First  National  Bank 296 

Fisk  Rubber  Company 160  161 

Gilbert  &  Sherman 189 

Gladding,  B.  H.,  Dry  Goods  Company 138,139 

Goodrich,  The  B.  F.  Company  . 106,  155 

Great  Western  Automobile  Company     .......       272 

Hampshire  Paper  Company 289,  290,  291 

Halsey,  N.  W.  &  Co 261,  262,  263 

Harrington,  John  &  Co 207 

Hawkins,  Willis  M 233 

Heiser,  Herman  H.  Saddlery  Co 168,  239 

Heyman,  Samuel  Company 137 

Holeproof  Hosiery  Co 279,  280 

Hough ton-MiiHin  Company 194 

Illinois  Watch  Co.       .       . 303, 304 

Illuminating  Record 156,  157,  158,  298 

International  Autotravel  Society 432,  433 

International  Harvester  Company  of  America                            102,  103,  172 
Iowa  Implement  Mutual  Insurance  Association 120 

Leland  Moore  Paint  &  Oil  Company                     .       .  235 

Lowe  Brothers  Company 140,141,225,299 

Manufacturers  Paper  Company 249-251 

MacMartin  Advertising  Co 219,  220 

Martine  Manufacturing  Company 216 

Menter  &  Rosenbloom  Company 136 

Michigan  Stove  Company 284 

Midland  Glass  &  Paint  Company 104,  105,  163 

Mills,  S.  I 423,  426 

Morton  Iron  &  Steel  Co .        .        .  149 

National  Securities  Company 295,  297 

National  Sportsman 167 

Nebraska  Farmer 116,117,118,240 

Newman  Tailoring  Company 110 

New  York  Times 270,  271 

Parkfields  Inn 206 

Parry  Manufacturing  Company       ....      100,  101,  162,  221,  222 
Peabody,  G.  P.  &  Company 134,  135 

[447] 


PAGE 

Pelton  Publishing  Co 385-391 

Petersen,  Jens  C ;       274 

Penn.  Mutual  Life  Insurance  Company 434-438 

Pettingell-Andrews  Company 98,  142,  143,  146 

Phelps  Publishing  Company 268 

Pittsfield,  Mass 416^19 

Poole  Printing  Company    .       . '      .    121,  122,  126,  127,  231,  257,  420-422 
Printers'  Ink  Publishing  Company 125,  195,  196,  197 

Ready,  Frank  T.  &  Company 278 

Richgoods 123 

Rollins,  E.  H.  &  Sons 119 

Roycrofters,  The 198-200 

Royston  &  Crowe 258 

San  Joaquin  Vineyards      .       .        .       .       .       .       .  .        .       201 

Seamans  &  Cobb  Co 107,  150-152,  254-256 

Shaffer  Tailoring  Company 277 

Shaw  Walker  Co • 108,  109 

Sheldon  School 398^11 

Sherman  Lumber  Company 228 

Shuman  &  Company 132 

Simonds  Manufacturing  Co 217 

Small-Grain  Distilling  Co 218 

Smith-Patterson  Company 273 

Sprague,  Albert  L .        .       .  276 

Stein-Bloch  Company 364-369 

Stephens-Adamson  Mfg.  Co 224 

Successful  Farming 111,112,159,301,302 

Suffolk  Engraving  &  Electrotyping  Co 427-431 

Thompson,  J.  Edmund 412-415 

Title  Guarantee  &  Trust  Company         .        .     -  .        .      259,  260,  264,  265 

Van  Twiller  Market 164 

Vendome  News  Stand 129,  130,  131 

Waldron  Piano  Company 372-376 

Welsbach  Company 204 

Western  Union  Telegraph  Company 115 

Wilson  Confectionery  Co. .       .       171 

Whitman,  Stephen  F.  &  Son .        .        .       285 

Wright-Leavens  Company 99 

Yawman  &  Erbe  Manufacturing  Co.       .  ■ 144,  145 

York  Silk  Manufacturing  Co .       .        .       333-358 

[448] 


TOlvIRsiTyoFriT,,. 


24Feb'58CSi 
REC'D  LD 


«'£fi  1 0 1958 


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